Elle uses virtual reality to share fashion up close

The Hearst magazine is partnering with 7 For All Mankind to shoot Giambattista Valli’s collaboration with the label. The footage was shot on Feb. 18 in Paris, and the company aims to release the content for VR headsets within the month.

“We see enormous interest in the fashion landscape,” Elle publisher Kevin O’Malley said. “It is such an immersive and highly visceral experience for the user, and we’re interested in sharing more with them. (VR) brings the consumer into that world.”

Brands have been eagerly exploring the VR space, with many seeing it as the next big entertainment medium. Mountain Dewhas put resources into developing action sports content, while Destination B.C. (British Columbia’s tourism bureau) has tapped the technology to woo travelers. Elle also employed VR in a December digital photo spread of pop singer Jacquie Lee. The 7 For All Mankind content will live on Elle’s digital properties and be featured on the label’s sites and social media accounts.

Source: adweek.com

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