Google Cardboard Takes To The Catwalk With River Island

Fashion aficionados heading to London Fashion Week later this month will be able to check out the latest trends via virtual reality, thanks to Google’s low-tech Cardboard headset.

The tech giant has announced it is teaming up with high-street fashion store River Island and the British Fashion Council (BFC) to show off the new Design Forum x Jean-Pierre Braganza range (pictured below) through its DIY virtual reality headset.

Users simply need to download and open the app, available for iPhone and Android devices, then slot their phone into Google Cardboard to enjoy 360-degree video footage.


Shoppers can try out the film if they visit London’s Somerset House next Monday (February 23), or if they visit River Island’s Park House, London or Amsterdam stores between February 24 and March 1.

“We are excited to be the first fashion brand to pioneer the use of Google’s new virtual reality technology within the fashion arena,” said Ben Lewis, CEO of River Island. “Since the start of Fashion Film, 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.”

Google first announced Cardboard last year at its I/O event as part of a move into expanding the user experience of mobile devices running its Android operating software. Unsurprisingly made of cardboard, it takes the form of a fold-out cardboard smartphone mount that the devices slots in to, allowing the user to perceive the images as one single three-dimensional image.

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Steve McCaskill

Steve McCaskill is editor of TechWeekEurope and ChannelBiz. He joined as a reporter in 2011 and covers all areas of IT, with a particular interest in telecommunications, mobile and networking, along with sports technology.

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