Henry Holland brings InStyle to life
By FashionUnited
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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.
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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