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ELLE Canada Hosts VR Shoot for September Cover

Virtual reality (VR) is playing an increasingly larger role in the fashion industry right now. One company that’s already had some involvement with the technology is ELLE, a fashion magazine that partnered with Jaunt and For All Mankind to release a 360 degree video by the name of Visions of California earlier in the year. Now the Canadian brand of ELLE, ELLE Canada, is using VR to bring its readers closer to one of its iconic cover shoots featuring model Diane Kruger.

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Working with Canadian tech start-up PCP VR, ELLE Canada used a custom rig with wide field of view cameras and lasers to capture the shoot for viewing with VR head-mounted displays (HMDs). Specifically, the company has teamed up with Samsung to provide the content on the Gear VR mobile HMD. The piece is set to be release on 9th September 2015 at the Tastemakers Lounge during the Toronto International Film Festival.

“We were the first Canadian fashion magazine to invite our readers to join us live on-set for our covers,” said Noreen Flanagan, Editor-in-Chief of ELLE Canada. “For September, we wanted to offer them another unique experience by filming our first virtual-reality cover. It was shot at design icon Tony Duquette’s brilliantly eccentric home in Los Angeles. Readers will actually feel like they are on-set with us rather than observing it from afar.”

Samsung has placed a big focus on the fashion industry within its official 360 degree video streaming app, Milk VR.

VRFocus will continue to follow any and all uses of VR, reporting back with the latest updates.