Cardboard for fashion
River Island has joined forces with Google to create an augmented reality film with Google Cardboard. The UK fashion retailer is rolling out the interactive film and its requisite mobile app today during London Fashion Week. Consumers have to insert their smartphones into a cardboard headset to watch the brand’s Design Forum x Jean-Pierre Braganza content as a virtual reality experience.
Later this week, River Island and Google are hosting Google Hangout to field questions on the merger of fashion, film and technology. “We’ve sought to explore and build on the relationship between fashion and film, and now with Google Cardboard via handheld mobile, we are able to reach new technological heights for the viewer,” believes Ben Lewis, CEO of River Island.
It’s no surprise that River Island is the one deep-diving into Cardboard. The company recently announced its backing for UK accelerator TrueStart to give it more exposure to tech fashion start-ups.