While you may not think of high fashion and virtual reality (VR) in the same sentence the two worlds have met on a number of occasions. VRFocus has previously reported on YouVisit creating a VR experience for Russian Fashion Week and fashion brand Rebecca Minkoff releasing a Cardboard headset. This week TRESemme has announced a collaboration with designer Charles Youssef to showcase a runway experience.
For Youssef’s Spring/Summer 2017 runway presentation VR has been utilised to transport viewers into an alternative New York City experience where they get immersed in a whole new side to fashion week, seeing the new collection and the sights and sounds of New York City.
“For years, I have admired the work TRESemme has done within our industry to help bring hair and fashion together in a tangible way for women everywhere to experience, sometimes for the first time,” says fashion designer and TRESemme partner Charles Youssef. “They have been at the forefront of using social media and their global scale to foster new collaborations with designers to put women who love fashion at the heart of the experience.”
“We are a proud sponsor of New York Fashion Week and for 17 seasons we’ve strived to bring women from around the world an experience they can take part in,” says Chris Barron, Global Vice President of Marketing for TRESemme. “This season we are excited to use cutting edge technology and social media to help tell our story and bring to life what our founder Edna Emme did nearly 70 years ago – break down barriers and celebrate beautiful hair that helps every woman look and feel like they are walking two inches taller every day.”
The 360-degree video can be seen below or watch it through the YouTube app with Google Cardboard for a more immersive experience.
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