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Hands-on with Tommy Hilfiger’s in-store virtual reality catwalk experience

TommyVR_model

Tommy Hilfiger’s autumn/winter 2015/16 catwalk show is now available to watch via a virtual reality experience in select stores around the world. Using a Samsung GearVR headset, shoppers can watch a 360-degree, three-dimensional version of the runway as though they’re sat on the front row.

“Through virtual reality, we’re now able to bring our one-of-a-kind fashion show to the retail setting,” said Tommy Hilfiger himself. “From the incredible set and music to exclusive backstage moments, consumers will be able to watch the clothes move and see the collection in the original show environment – it’s a compelling and interesting elevation of the traditional shopping experience.”

To provide some context, this is something I’ve been waiting for since the show took place. While the Tommy team stayed quiet about it, my colleague and I had spotted the VR camera (by an Amsterdam-based company called WeMakeVR) on the catwalk back in February 2015.

I finally tried it (as below) in the brand’s London store on Regent Street this week, and was impressed by how realistic it seemed. Head over to Forbes to read my full review.

Tommy_VR_london

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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