British fashion designer, Henry Holland has brought the subscriber copy of InStyle to life with his own augmented reality app, powered by Aurasma. Subscribers of the fashion magazine can download the free app to see their cover transformed into the House of Holland, spring/summer 2012 catwalk show.
The technology works by pointing a smartphone camera at the limited edition December issue’s front cover. After a few seconds the leopard skin print melts away to reveal runway videos from Holland’s collection shown in September at London Fashion Week. Readers can then click through straight to the House of Holland website to shop the looks.
Aurasma lets me bring a whole new dimension to my print designs. I can see a future where people stop each other on the street and Aurasma each other’s clothes, watching multimedia content that seems to be embedded right in the fabric itself,” says Holland. “We need to start thinking about what this new technology means for the way we work with print and the way we as designers communicate our ideas beyond the physical collections themselves.”
(via fashion united)
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