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From Imagination to Reality: How VR Technology is Changing the Way We View Fashion
Science Fiction goes Couture
Virtual Reality has long been portrayed as the technology of the far future, playing out on the pages of science fiction novels for decades. However, 2015 marks the year when virtual technology jumps out of the pages of science fiction novels and onto the catwalks of London’s Fashion Week.
River Island, in collaboration with Jean-Pierre Braganza, has unveiled their first virtual reality film using Google Cardboard.
The virtual headset is incredibly simple in design, using just cardboard designed like any normal headset and outfitted with a slot for you to place your smartphone. The virtual headset is then paired with an app for your viewing pleasure. Mary McCleanahan, marketing manager of River Island stated, “This was about making technology accessible to a wider market.”
The film itself places you inside a mechanical structure where you will find a model wearing the new collection. Once you have located the model, the technology will then create an augmented reality experience for the user. This augmented reality is obtained by placing images atop the user’s current, real-world surroundings.
Brands such as Rebecca Minkoff and Tommy Hilfiger have both captured their A/W 15/16 collections utilizing 360-degrees technology, ready for release in the near future. 360-degree capturing will allow those who are not able to physically attend showings to virtually view them as if they were there. This exciting new concept is going to forever change the way we shop.
It is still very early in the adoption phase of virtual reality technology. The utilization of cardboard paired with smartphones creates a totally augmented reality user experience that speaks volumes—not only to the innovation of the technology, but also to the accessibility of virtual reality in the future. If using a cardboard headset is too primitive for you, Samsung has released their Samsung Gear VR for around 200 dollars. However, this headset is only available for use with the Galaxy Note 4
Virtual Reality and the Retail Industry
Do you think the presence of VR technology will help or harm the retail industry?
River Island @ London Fashion Week with Google Cardboard
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