InStyle magazine is bridging the gap between fashion and technology, by giving viewers an inside look at their November issue’s cover shoot, featuring Drew Barrymore. This concept is far from new in the magazine industry, but InStyle has taken it to a whole new level, featuring virtual reality.
When you hear virtual reality, you probably think about futuristic video games, but in November, it will be the basis for providing a total 360 behind the scenes view of Drew Barrymore’s photoshoot with the magazine. Editorial director Ariel Foxman was able to use Google Cardboard virtual reality equipment when he visited the Smithsonian Museum, and from that moment a unique and immersive idea was created. Trying on the virtual reality device, you have the chance to see Drew Barrymore right before your eyes as if chatting with you. Everyone getting the virtual magazine has the chance to be treated to a three-minute glimpse into the backstage styling process. This makes the experience unique and personal, because the subject of the tutorial is directly interacting with the viewer, breaking down the stigma many people have, where celebrities are so far beyond them.
Virtual reality equipment can run upwards of $750, so most people wouldn’t be able to experience this groundbreaking bridge between fashion and technology industries. So to combat the money barrier, InStyle is providing select viewers with cardboard viewers, which work in a similar manner, but with the incorporation of a free app by Jaunt that is available for Apple and Android phones. You can also buy cardboard viewers from various brands, such as Mattel and Google, where the prices run for around $30. So you don’t have to be a tech genius or millionaire to get this exclusive peek into the fashion and beauty magazine.
This is only a trial period for this method, however. Depending on the success of the run, InStyle would like to use this technology more in the future, so fashion lovers everywhere can get more in tune with the industry. The magazine wants to incorporate this technology again with the inaugural InStyle Awards on October 26 in Los Angeles. If the feedback continues to be positive, it will open the door for future celebrity events, and other exclusive looks into the fashion world.
The future appears to be positive, as long as the response is good from the users. We can expect the technology to be used with other brands, and as a more personal way to feature beauty tutorials. This creates a more established link between fashion directors and the general public (and everyone else in between), and will create a more unified world, brought together by fashion. “I want to use this technology in a way that brings the viewer to the most behind-the-scenes piece of our magic making,” Foxman said.
Photo courtesy of InStyle