ELLE, one of the biggest fashion magazines in the world has announced a partnership with virtual reality (VR) and 360-degree content studio Huffpost RYOT to create and augmented reality (VR) experience for November’s ‘Women in Hollywood’ issue.
Through the ELLENow app and utilising HuffPost RYOT and Verizon’s proprietary immersive platform, Envrmnt, readers will be able to unlock an AR content experience by hovering their smartphone over any one of ELLE’s eight November covers. Readers will then be able to view an exclusive video interview featuring stars Kristen Stewart, Lupita Nyong’o, Amy Adams, Anna Kendrick, Aja Naomi King, Felicity Jones, Helen Mirren, and Kathy Bates.
“This is one of our biggest, most important issues of the year, and we are always looking to take it further. This partnership gives our readers dynamic bonus content that they can’t find anywhere else,” Robbie Myers, editor-in-chief of ELLE, said. “Technology’s effect on fashion is fascinating to me and to our readers – we cover it and the women who are innovating in the field in every issue, and in our annual Women in Technology issue. Film is a medium our Women in Hollywood honorees have mastered, and augmented reality is the perfect way to further celebrate their collective genius.”
“Augmented reality will radically transform nearly everything around us. It’s just a matter of time,” said Bryn Mooser, CEO and co-Founder of RYOT. “We couldn’t be more excited to harness the momentum of this platform shift together with Hearst Magazines, to help write the future of editorial and advertising together.”
ELLE is the first Hearst Magazines brand to partner with HuffPost RYOT, with more brands scheduled for 2016 and 2017. “ELLE is a first-mover in so many ways – it was the first to use beacon technology to drive to retail, and in fact, it was the first fashion magazine to launch a website years ago,” Michael Clinton, Hearst Magazines president of marketing and publishing director, said. “RYOT’s ability to power augmented reality through our owned-and-operated app opens up so many possibilities, and we’re looking forward to collaborating with RYOT on more of the brands in our portfolio, and to bring the opportunities to our marketing partners as well.”
Currently AR functionality on the ELLENow app only supports Apple devices, with Android coming soon. The issue hits newsstands nationwide on 18th October, with an event to celebrate the Women in Hollywood taking place in Los Angeles, California on 24th, October 2016.
As Hearst Magazines implements more AR into its publications, VRFocus will bring you the latest details.