River Island Brings Google Cardboard to Fashion Week

River Island will show off its new Design Forum x Jean-Pierre Braganza range through Google Cardboard, the DIY virtual reality headset.

In partnership with the British Fashion Council and Google, the fashion brand is unveiling a CGI film experience and Virtual Reality app at the Fashion Film event during London Fashion Week, allowing users to be fully immersed in a 360° film experience they can interact with.

Customers who download the Android or iOS app, open it, and slot their phone into Google Cardboard can then watch the footage.

Once users have completed the experience they will be able to share a 3D image of the Kingfisher Bird from the iconic design across their social platforms and shop the collection.

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

Ben Lewis, CEO of River Island said,

“We are excited to be the first fashion brand to pioneer the use of Google’s new virtual reality technology within the fashion arena. 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.”

Peter Fitzgerald, UK Sales Director, Google said,

“We’re delighted to see River Island using Google Cardboard to create such an innovative, immersive and interactive piece of film, turning their customers’ smartphones into a virtual reality experience. It’s a great example of how fashion and tech continue to drive and inspire each other.”

Matt Andrews CSO of media agency Mindshare UK said,

“Media is changing at a rapid pace; projects such as this, which bring together content and technology, are how media agencies need to be adding value to clients in the future. The deal allows River Island to showcase its tech and fashion-forward credentials as the fashion and technology worlds grow ever closer.”