DVF introduces Google Glass to NYFW catwalk

Models took to Diane von Furstenberg’s New York Fashion Week catwalk yesterday wearing augmented reality eyewear supplied by Google.

Google Glass, as the technology is known, lets users interact with the digital world through what looks like a cyborg cross between glasses and headgear, with a small square of glass functioning as a screen over the right eye.

Although still in early stages, it’s designed to offer a variety of smartphone capabilities, including effortless viewing of messages, taking pictures and recording video.

“It’s been under development for over two years now, and the goal is to really connect you to digital life without really taking you away from real life,” Google co-founder, Sergey Brin, told WWD. In a statement from Google he added that beauty, style and comfort are as important to Glass as the latest technology.

But it’s the idea of sharing that DVF particularly wanted to tap into. “Are you ready to see the DVF runway show from an entirely new perspective?” she teased over social media along with the #dvfthroughglass hashtag ahead of its start.

What that referred to was not only the fact the Google Glass eyewear would be taking to the catwalks, but also that she and team had been using it to record footage from their own viewpoints throughout. The result will be documented in a short film called “DVF through Glass” due for release this Thursday on the designer’s  Google+ page and Google’s YouTube channel.

“For the past week, we’ve been using Glass to capture the DVF creative process from entirely new perspectives. Soon you’ll get a glimpse into what it’s like to design, prepare and experience the DVF show at New York Fashion Week through Diane’s eyes and a few other views,” reads the statement.

A series of images were also posted during the show of the device in action (shown below), including it being worn by Brin with DVF herself (as above).

Although introduced as Project Glass in April, this is the first time it has been experimented with in a commercial capacity, especially within the fashion industry. Reports suggest a launch could be expected as early as 2013, with a retail price in the region of $1,500. DVF’s versions were colour-coordinated with her new spring/summer 2013 collection.

[Images via DVF, Mashable, WGSN and WWD]

 

Digital snippets: NYFW, FNO, Emporio Armani, Isaac Mizrahi, Louis Vuitton, Versace

Some more great stories from around the web surrounding all things fashion and digital over the past week:

• How to follow New York Fashion Week online [Mashable]

• Emporio Armani becomes first fashion brand to launch branded playlist on Spotify (as pictured) [Branding Magazine]

• Digital highlights from Fashion’s Night Out New York [Mashable]

• Isaac Mizrahi expands reach with augmented reality [WWD]

• Louis Vuitton marks launch of Yayoi Kusama collection at Selfridges with short films by Ehsan Bhatti [TheInspirationRoom]

• Donatella Versace thanks one millionth Facebook fan [Web&Luxe]

• Anna Dello Russo records pop song and video to accompany her H&M collaboration [Telegraph Fashion]

• Pose, 1M users strong, brings its fashion photo app to the iPad [TechCrunch]

• Turning pins into purchase on Pinterest [AdWeek]

• And a bonus link: I want my clothing to be smarter… [Elapsed Time]

Smashbox and Look partner on “blipp-to-buy” virtual shopping wall

Smashbox Cosmetics is set to host a virtual shopping wall at a high street catwalk show hosted by the UK’s Look magazine on October 6.

Enabled through a partnership with image recognition and augmented reality platform Blippar, the initiative will allow consumers to purchase products from the make-up brand directly through their mobile phones while at The Look Show event.

They will also be able to do so through the magazine thereafter, where pages showcasing the key make-up looks and products from the show will likewise be enhanced with shoppable augmented reality.

Stephen Shaw, opportunities director for Blippar, said: “From our initial creative briefings with Look it was clear they understood the tangible levels of engagement and interaction that Blippar could deliver for Smashbox Cosmetics. But just as important was that they realised the power of creating a stunning event and entertaining brand content that would compel their celebrity guests and readers to blipp-to-buy direct from the Smashbox Cosmetics virtual shopping wall and the post-show Look magazine special.”

Virtual shopping walls are a relatively new trend – inspired in the main by the Tesco Homplus subway initiative in South Korea last summer. Two further noteable examples include the Net-a-Porter Window Shop powered by Aurasma for Fashion’s Night Out in 2011, and the Glamour US beauty shopping wall in New York in February.

The Smashbox partnership with Look magazine comes as the LA-based cosmetics company aims to expands its UK presence. There will also be print and online display ads, social media, and homepage takeovers.

Digital snippets: Alexander Wang, Sephora, Moschino, YSL, eBay, Goertz, FIT

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

• Azealia Banks fronts new T by Alexander Wang campaign (as above) [JustJared]

• Sephora expands digital palette with Pantone color-matching technology [BrandChannel]

• Coming soon: Moschino’s Gennarino bear iPhone cover [DisneyRollerGirl]

• Facebook commenters horrified by the new Saint Laurent Paris logo [CutBlog]

• eBay partners with British Fashion Council to support emerging design talent [Marketing]

• German footwear e-tailer Goertz launches AR-enabled shoe fitting installation [DigitalBuzzBlog]

• FIT museum expands virtual collection [Fashion Notes]

• Debating fashion week’s role in the digital age [Style.com]

• Op-Ed: What’s fit for print in the digital age? [BoF]

• How the web made us a nation of designer fashion bargain hunters [The Independent]

Stylist mag launches interactive #Olympics issue with Blippar

Stylist magazine launched its first augmented reality issue today with an interactive cover featuring Great Britain’s synchronised swimming team.

Enabled through a partnership between the UK free weekly title and image recognition app Blippar, the cover can be scanned to trigger a video of the Olympic hopefuls performing an exclusive routine.

“We knew we wanted to do something really special to mark the Olympics, and when we spoke to the Blippar team it became apparent they could help us create something innovative that would totally engage our readers and celebrate this incredible event,” said editor Lisa Smosarski.

The issue has various additional scannable pages throughout (recognisable by the Blippar logo), giving readers access to more videos as well as social media content and a “Style List” you can shop directly from. There’s also an Olympic medal leader board due to be updated daily throughout the Games.

“There’s so much to see, do and play with in this issue,” Smosarski adds in a video explaining how to use the app, here.

Stylist follows in the footsteps of Tatler and Asos who have previously made their magazines come to life using augmented reality.

Digital snippets: Michael Kors, Louis Vuitton, Rebecca Minkoff, Next

It’s set to be a bit of a quiet week on here as I head to the Cannes Lions International Festival of Creativity and become consumed in all things ad-land.

Be sure to check out all the action via Twitter as usual though, and in the meantime, read on for a handful of great stories from around the web surrounding all things fashion and digital over the past week:

• Michael Kors launches digital series ‘Living the Kors Life’ (episode one above) [FashionGoneRogue]

• Next rolls out Facebook app to mark 30 years of fashion [Marketing magazine]

• Louis Vuitton pushes Kusama collection via augmented reality app [Luxury Daily]

• Rebecca Minkoff to bring new lookbook to life with animated GIFs [WWD]

• E-Commerce is head over heels for Pinterest, and for good reason [All Things D]

• Retailers feast on free Facebook tools, shun ads [Reuters]

• Luxe brands register for domain names [WWD]

Holographic model animates Paris lingerie windows, AR to facilitate ‘street shopping’

There’s been a couple of great examples of virtual technologies applied to the fashion industry this past week.

The first is from Empreinte, a French underwear brand that showcased a 3D holographic mannequin in its Paris store from May 23 – 26.

The masked and lingerie-clad model, who only appeared after 9pm when it was dark outside, grabbed attention by moving around in the window of the boutique for passersby to see, before disappearing in a shower of stars.

Take a look at the video below:

The second example is actually just an idea, but I loved the pic that went with it, not to mention the very simple concept of being able to see what items people are wearing by using augmented reality.

How many times do we like the look of someone else’s outfit in the subway and never know where it’s come from? And how long until we can, giving new meaning to the term ‘street shopping’…

Swarovski invites users to interact with augmented reality Facebook app

 

Swarovski has launched a Facebook application that employs augmented reality to film users wearing its sunglasses line.

The Be Amazing campaign invites fans to record a 15-second dance video of themselves in the virtual eyewear and then add music and a sparkle filter to their finished product.

The app enables sharing via YouTube, Facebook, Twitter or Pinterest. Creators of the top 15 in terms of likes or views, will then win a pair of the sunglasses.

Unfortunately, the above spot explaining the process highlights (quite amusingly) all the technical issues with such an app: eyes have to face the camera at all times, nothing can obstruct the view and users can’t step too far away – all slightly challenging when inviting people to dance.

The shared videos will also appear on an interactive map created by Swarovski – not dissimilar to Tiffany & Co’s Love is Everywhere initiative – detailing where each of the uploads have come from around the world. As below:

Swarovski’s ‘The Amazing Map’

 

Asos partners with Aurasma on scan to shop app

Asos is making its print magazine shoppable straight from the page, thanks to a new partnership with augmented reality technology company Aurasma.

The online retailer has introduced a “Scan to Shop” app that will enable the mag’s 450,000 readers to bring any one of 50 pages to video life via their smartphones, and then click to buy immediately from the Asos mobile site.

Asos has also incorporated a digital treasure hunt in the magazine, with hidden symbols leading to exclusive offers when unlocked.

Duncan Edwards of Asos Magazine, said: “We know our readers love fashion and their mobiles and this app unites the two. Our readers look forward to receiving the magazine in the post, but they also want the convenience and immediacy of shopping via their phones. Our new “Scan to Shop” app uses Aurasma to bring the two experiences – reading the magazine and shopping online – together seamlessly.”

To use the feature, readers must just download the Scan to Shop app from the App Store or Google Play.

The initiative sees Asos added to a rapidly growing list of fashion brands using Aurasma’s innovative image-recognition technology, included among them Net-a-Porter, Dunhill, Debenhams and most recently eBay.

Tatler launches AR issue for Queen’s Diamond Jubilee

The June issue of Tatler magazine features an augmented reality cover that when activated provides additional exclusive content in celebration of the Queen’s Diamond Jubilee.

Made possible with AR app Zappar, the initiative sees a series of fun add-ons, such as being able to dress like the Queen, picture your friends wearing the Crown Jewels and even sit with a virtual version of the monarch’s famous corgi.

Kate Reardon, editor at the Condé Nast-owned title , said: “Not only can you try on the Crown Jewels, but our regal corgi cover star comes to life. How thrilling is that?” Check out the Tatler team experimenting with the app themselves, here.

The images are also shareable over social networking sites including Facebook and Twitter.

This is not the first time Tatler has launched an AR issue, the magazine previously worked with Holition to enable readers to try on luxury jewellery from designers including Cartier and De Beers.

You might also be interested in: Harrods launches Pinterest contest for Queen’s Diamond Jubilee windows