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Henry Holland brings InStyle to life

By FashionUnited

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Fashion

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.

"Aur
asma 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."

Martina King, Managing Director of Aurasma, added: “Henry was the first fashion designer to live stream from the runway and also the first to enable viewers to shop the look from the shows. So it is no surprise that he is the first fashion designer to embed Aurasma into his own app and use it to change the way people interact with one of his iconic Spring/Summer 2012 prints. Where Henry goes the Fashion World follows – it has been a pleasure to work with such a visionary designer and we look forward to continuing our collaboration.”

The free House of Holland app is available for iPhone4, 4S, and iPad 2 and can be downloaded from the Apple App Store.

Other fashion companies that have used Aurasma include dunhill, Net-a-Porter, Debenhams, John Lewis, Boden and London Fashion Week.
 
Image/video: InStyle/House of Holland

House of Holland
InStyle