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Rag & Bone takes on Virtual Reality

By Don-Alvin Adegeest


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London - American casual wear brand Rag & Bone is venturing into the world of technology with its first virtual reality documentary.

Created in association with Google, the six-minute film will be available for viewing on the CFDA's YouTube Channel.

The short documentary is a behind the scenes look at Rag & Bone's New York Fashion Week show last September, and was produced by VR company Two Bit Circus.

The film coincides with Google's new VR headset

Google last month launched a new VR headset called the Daydream View, which it hopes viewers will be tempted to buy before they watch the video.

Rag & Bone chief executive officer Marcus Wainwright told WWD the show’s custom music and lights were designed to be immersive and created a “visual landscape” primed for VR.

“You can watch it a million times and watch a million different films,” he said, as VR allows the viewer to experience a full 360-degree video at all times. “Even if you set out to achieve something, depending on where the watcher is looking, you can see something completely different. I didn’t think about that at the beginning, but once I saw it, I realized it won’t be the same for anybody, really.”

Julia Hamilton Trost, who heads up business development and content partnerships for Google VR, said Rag & Bone was a good fit for the collaboration since both the brand and the high-tech headset seek to be both chic and approachable.

Wainwright continued: “Our main goal is to create brand imagery that allows people access into what Rag & Bone stands for and what it thinks is cool.”

Photo credit:VR headset HTC Vive, source: Wikimedia Commons

Virtual Reality