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.

Pioneering

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.

Suits you? Try our Wearable Tech quiz!

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.

Recent Posts

OpenAI ‘Finalising Design’ For In-House AI Chip

OpenAI reportedly set to finalise design for first in-house AI chip within months, putting it…

22 hours ago

DeepSeek Ends Promotional API Pricing Amidst Demand Surge

Chinese AI start-up DeepSeek discontinues promotional pricing for V3 large language model as demand surge…

23 hours ago

Researchers Deliver High-Performance AI Model For Under $50

US researchers say innovative technique delivers performance beating recent OpenAI model with training costs of…

23 hours ago

BYD To Equip Nearly All EVs With Driving Automation

World's biggest EV maker BYD to bring advanced self-driving features to nearly all vehicles, in…

24 hours ago

International Tensions Surface At Paris AI Summit

China representative at AI Action Summit says tensions with US hindering safety efforts, trades barbs…

1 day ago

France, EU Promise Simplified Regulation For AI Growth

At AI Action Summit, French president Macron, EU digital chief promise to 'simplify' red tape…

1 day ago