Topshop Fashion Week Goes Virtual

topshopFor a few years, brands have been bringing shoppers to their Fashion Week events through streaming video, social tie-ins and more. But this year, for London Fashion Week, Topshop is bringing four lucky shoppers closer than ever.

It’s doing so with the help of tech firm Inition and the Oculus Rift, a virtual reality headset that’s still en route to the consumer market.

Topshop Unique’s AW14 show at Turbine Hall will be rigged up with HD streams, 360-degree views, photos and more. Shoppers can watch online, but four lucky winners who share their Fashion Week looks online with the hashtag #TopshopGoesVirtual will get an even more intimate look. They’ll be watching live through fully immersive virtual reality from within the window display of Topshop’s Oxford Circus flagship.

Wired has the details:

“Those wearing the headsets — incorporating headphones and the Oculus Rift — will be able to see the live catwalk unfold if they look straight ahead on one virtual screen as well as the celebrities they are sitting “next to”, thanks to an 180-degree wide angle on the stream. If they look behind them at a second virtual screen they’ll get a view into the backstage area, where models will be having their hair and makeup done. If the wearer happens to look up, they will ascend into a higher level, where they will be able to see the rafters and a number of 360-degree images of, for example, celebrity selfies. All around the virtual screens and other elements, the environment has been designed to look like the Turbine Hall, with concrete and large girders.”

For more details, check out the link. And here’s the video:

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