From fiberoptic puffa vests and meme-covered ponchos to 3D printed dresses and customizable LED bras, New York Fashion Week emerged as wearable tech’s Wild West this season. But it’s not just forward-thinking NYC brands like VFILES and Chromat that are taking a walk on fashion’s wired side. For his debut collection as the creative director of Balenciaga, Demna Gvasalia will stream his highly anticipated fall/winter 16 collection in 360 degrees, using Virtual Reality technology.
As Fashionista reports, the VR livestream will be available through a custom app, available now for tablet and smartphone devices on Google Play and through the App Store. It has two viewing options, one which requires a headset built for iPhone or Android (Google’s newest creation, Cardboard, is available for $15). “There will not be any e-commerce element tied to the live stream or app, which should clarify Balenciaga’s stance on the ‘buy now, see now’ trend,” the site reports.
This isn’t the first time a high fashion brand has experimented with VR’s possibilities. Last summer, Dior announced the creation of a branded VR headset, Dior Eyes. The system lent a new view into how the house constructs its fantastical feminine visions, as Peter Philips made up models during final show preparations, filmed in 360. Brands have also started to play with alternatives to regular ol’ live streams — like J.W. Anderson’s Grindr broadcast. But Balenciaga’s move is a super smart one: the house knows all eyes are on Sunday’s show, so why not give fashion fans the view of a lifetime?
Credits
Text Emily Manning
Photography Mitchell Sams