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AT THE CUTTING EDGE OF VR

More and more fashion and retail companies are using emerging tech to break down traditional retail barriers.

AT THE CUTTING EDGE OF VR

Virtual reality has moved from the sidelines to the mainstream this year with fashion and retail joining the growing number of industries recognising the innovation’s potential. Join us as we grab a front row seat at the cutting edge of VR’s commercial applications.

 

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For the launch of her debut fragrance, celebrated makeup artist Charlotte Tilbury really pushed the boat out. Enlisting the skills of supermodel Kate Moss, director Antoine Wagner and VR specialists Happy Finish, she created a 360-degree film aimed at bringing her perfume to life through immersive audio and visuals. Shot using the acclaimed Nokia OZO camera, the experience can be viewed on VR headsets as well as on standard computer screens via social media.The film itself is designed to fit in with the fragrance, called Scent of a Dream and is suitably hypnotic, blasting through the stars in an intergalactic whirlwind. Breathtaking.

 

Credit: Charlotte Tilbury // Header: http://www.wsj.com

 

Department Stores

Hailed as a technology that closes the gap between AR and VR, Microsoft’s HoloLens uses so called “mixed reality” to overlay 3D holograms into the real world. American home improvement company, Lowe’s, have recently integrated HoloLens into their in-store kitchen planning experience, allowing customers to visualise and play around with their potential new interior in unprecedented ways. Elsewhere, online auction giant eBay has partnered with Australian retailer Myer to create what they’re calling “the world's first virtual reality department store.” The smartphone app works with VR headsets to let customers browse a vast array of items in 3D.

 

Microsoft_Hololens

Credit: Microsoft HoloLens; Used with permission from Microsoft

 

Fashion Shows

British designer Hussein Chalayan teamed up with Swarovski for this year’s Paris Fashion Week to film his catwalk show in 360-degrees and then present it as a VR experience. Chipping away at the barriers that keep catwalks exclusive, the show touched on themes of power and culture, allowing Chalayan to move beyond mere fashion and make political statements whose messages live on through the film. The show is divided into eight chapters, with each section detailing a story of German culture and influence, from the country’s engineering prowess to its capital’s legendary nightlife scene.

 

Credit: Swarovski

 

Also at Paris Fashion Week, Demna Gvasalia introduced his first collection for Balenciaga. The coveted French brand offered virtual front row seats to their FW17 Women collection, launching a special app that allowed fashion fans with a VR headset, including the affordable Google Cardboard and a compatible smartphone, to examine the collection from any angle.

 

Balenciaga

Credit: Victor Virgile / Getty Images

08 / 09 / 2016 // by LigaStudios Team

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