Virtual reality was often the focal point of most of the latest spring/summer 2017 runway shows, often becoming one for the show’s staples as well. Rag & Bone is also taking the chance to experiment with virtual reality thanks to Google, with the resulting experience being a closer look of Rag & Bone’s September runway show for New York Fashion Week.
Rag & Bone x Google’s take on virtual reality consists of a 6-minute documentary produced by VR firm Two Bit Circus that will be available for viewing on the Council of Fashion Designers of America’s YouTube Channel.
The documentary treats us to an intriguing behind the scene look of the latest Rag & Bone’s New York Fashion Week show and, although being available with a 360-degree effect on Youtube, it definitely gives its best with Google’s new virtual reality headset, the Daydream View. Released less than a month ago, Google’s new headset requires Daydream-ready phones and the willingness to spend $79 on it, a price tag that might actually discourage those who are mainly interested in fashion and not in high-tech accessories.
Aside from its price, however, the fact that a tech company like Google is investing and giving its contribution to the fashion industry is definitely intriguing and exciting.
According to WWD, Rag & Bone chief executive officer Marcus Wainwright said that “the show’s custom music and lights were designed to be immersive and created a visual landscape primed for virtual reality,” which is something we yet had to see for a behind-the-scene runway show’s documentary film.
“You can watch it a million times and watch a million different films,” he continued. “Even if you set out to achieve something, depending on where the watcher is looking, you can see something completely different. I didn’t think about that at the beginning, but once I saw it, I realized it won’t be the same for anybody, really.”
What’s even more interesting, if not almost visionary, is Wainwright’s approach to technology. What he is willing to do thanks to this ground-breaking VR experience is predicting where Rag & Bone’s future audience will head to, whenever plain simple 2D pictures on Instagram don’t satisfy our hunger for fashion anymore.
“Everyone is holding their phone and able to look at Instagram or 2-D imagery whenever they want, but it’s harder to sit on a train and put on a VR headset,” he revealed to WWD.
“You could create a completely digital store and you just click on something and up it comes, and you can buy it and visualize what you might look like in it. If the content is powerful enough, and the experience is beneficial, then it will go hand-in-hand with adoption. […] Our main goal is to create brand imagery that allows people access into what Rag & Bone stands for and what it thinks is cool.”
As for Goggle virtual reality’s present and future headset, we bet it will be featured in many more fashion-related documentary films in the years to come!
Photo courtesy of Livingly