More and more fashion brands tap into VR to bring customers into new immersive experiences. Westfield UK’s latest campaign called Future Fashion uses Virtual Reality technology to promote key Spring/Summer 2015 trends through immersive experiences. During New York Fashion Week, Rebecca Minkoff’s team used two high tech cameras to film their Fall/Winter 2015 show, planning to release the show for VR headsets. Last year, Topshop brought 5 lucky customers in stores to watch their AW14 catwalk show through VR. Initiatives we’re happy to see, even though not so innovative today, because they show how tech slowly but finally surely gets inside the world of fashion.
WESTFIELD UK USES VR TO IMMERSE VISITORS INTO S/S15 TRENDS
In a world first, Westfield UK gives you the opportunity to ‘fly’ into the world of fashion. Westfield worked in collaboration with multidisciplinary production company INITION to produce the interactive experiences for their Future Fashion campaign.
Using a combination of VR headsets with gesture tracking technology (which allows users to see their own hands in the virtual world). All this makes interaction with virtual characters possible, as well as flying through landscapes and mixing & matching new fashion trends in a completely fantastical space, creating a bespoke conceptual fashion journey for customers.
Fashion avatars will be created when visitors approach a large screen. The digital representations will then track the visitor across the screen while sweeping shapes and movements, leaving trails of the season’s trends in the air: Future Modern is expressed through glowing lines; Denim will see the avatar appear as if woven from thread; and Floral will create buds and sweeping colours representative of scent across the screen that colour flowers around visitors.
REBECCA MINKOFF PREPARED TO BRING YOU INTO A VR FASHION SHOW EXPERIENCE
When fashion designer Rebecca Minkoff debuted her Bohemian Fall 2015 collection down the catwalk, the show was filmed using two high-tech cameras to see a 360-degree view of the show. The designer plans to release the show for virtual reality. It will take around 50 days to get the experience ready for viewing.
Available on Oculus Rift, and Google Cardboard which works with Android and iOS, viewers will be immersed into the virtual experience. They will be able to virtually attend the show from the photographers’ pit or the beginning of the runway. The VR show experience will feature everything – from models on the catwalk through to celebs at the front rows and flashing cameras from the press pool.
“Time and again, we’ve been at forefront of leveraging media and technology platforms,” Uri Minkoff, company’s CEO said.
#TOPSHOPUNIQUE INVITING CUSTOMERS TO WATCH THE BRAND’S A/W14 SHOW
Toposhop is no stranger to being creative with technology. In 2014, Topshop selected five lucky fans to sit on their virtual front row. After asking them to share their London Fashion Week style through Instagram and Twitter, the winners were invited to take seat in the iconic windows display of Oxford Circus flagship store. Then they were donned virtual reality headsets to watch the show in 3D, live from the shows place at Tate Modern
Every season, Topshop go through different platforms and teams with partners to create new buzz thanks to technology. During London Fashion Week, it teamed up with Ocean Outdoor, Twitter and Stackla to identify key trends from FW through real-time Twitter tags. Related products were then flagged up on digital billboards across the UK. The brand’s other LFW tactics also emphasised real-world space by running an in-store vending machine that customers could tweet in return for treats.
RIVER ISLAND SHOWED OFF ITS DESIGN FORUM X JEAN-PIERRE BRAGANZA RANGE THROUGH GOOGLE CARDBOARD
River Island and Mindshare teamed up with Google and the British Fashion Council (BFC) to produce 360-degree video footage for iPhone and Android devices. The film looks to raise awareness of the Design Forum, which, in conjunction with the BFC, commissions young UK-based designers to create limited edition capsule collections each season. Shoppers could experience the film when visiting various stores between 24 February and 1 March.
“We are excited to be the first fashion brand to pioneer the use of Google’s new virtual reality technology within the fashion arena. Since the start of Fashion Film, we’ve sought to explore and build on the relationship between fashion and film and now with Google Cardboard via handheld mobile, we are able to reach new technological heights for the viewer.” Ben Lewis, CEO of River Island, said.
If you want to find out more about the future of fashion join us at #INTERLACED2015 on 3rd September. Early bird tickets are on sale now.