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Streetwear brand unveils lookbook using Google Street View tool


Numerous fashion brands have taken to exploring online platforms in novel and inspiring ways of late. Misha Nonoo used Instagram as a means of showcasing her spring/summer 2016 show, for instance, while Diesel hit Tinder in order to drive engagement around its autumn/winter 2015/16 campaign.

Now, Google is getting a turn, or more specifically its Street View tool is. Canadian streetwear brand OneMeth (created by digital agency OneMethod) has used the tech giant’s virtual “See Inside Tour” to unveil its latest collection.

The nine-piece line was shot in 360-degrees in the company’s office by design studio Virtuo360, and then uploaded to Google Street View where it can now be fully explored up close through the interactive maps.

As AdWeek writes: “Navigation can be tricky, as it often is with Street View interiors, making the project feel like more of a stunt than a real innovation in how to look at clothes.” But it is of course a nice experiment given how monotonous new lookbooks can otherwise be.

Said Max Sawka, associate creative director of OneMeth: “We’ve seen many great brands experiment and evolve the actual content of fashion lookbooks, but we haven’t really seen too many challenge the format.

“When we landed on Google Street View as a new way to introduce our line, everything clicked. It offers viewers an incredible virtual experience with the clothing, like you can almost grab the gear. We’d love to look at playing in this space again in the future and evolve what we did with this lookbook.”

Take a look and have a play with some of the collection below…