# Virtual Fashion Films River Island's High-Tech Fashion Experience Embraces Google Cardboard By Laura McQuarrie | Published 2015-02-26 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/high-tech-fashion References: [fashionandmash](http://fashionandmash.com/2015/02/24/virtual-reality-hits-lfw-river-island-shoppers-given-access-next/) & [marketingmagazine](http://www.marketingmagazine.co.uk/article/1334527/river-island-offers-virtual-fashion-google-cardboard) At London Fashion Week, River Island revealed a high-tech fashion film for its Design Forum x Jean-Pierre Braganza range through the lenses of [Google](https://www.trendhunter.com/trends/google-shopping) Cardboard. Attendees were encouraged to download the app, open it and use their phone with a Google Cardboard headset to be immersed in the film. The simple cardboard headset can be built by anyone and was appropriately dressed up for the fashion event with a blue print. Away from the event, people are also able to try out the experience at various shops in London. As an added incentive for its customers embrace this technology and the downloadable app, items purchased from the Design Forum x Jean-Pierre Braganza collection will be delivered with a flat-packed version of Google Cardboard for people to play with on their own. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 35% | Activity: 62% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### What's Driving This Trend - **Virtual Reality Experiences:** Creating immersive virtual reality experiences for fashion events and retail stores can enhance customer engagement and provide a unique shopping experience. - **Fashion Tech Partnerships:** Collaborating with technology companies like Google to incorporate wearable tech and virtual reality can help fashion brands stay on the cutting edge of innovation. - **Augmented Reality Retail:** Using augmented reality technology, such as Google Cardboard, in retail stores can enable customers to visualize products in a virtual environment and make more informed purchase decisions. ### Who This Affects Most - **Fashion:** Implementing virtual reality and augmented reality technologies can disrupt the fashion industry by transforming the way customers experience and interact with fashion brands. - **Retail:** Integrating virtual reality and augmented reality experiences into retail stores can revolutionize the shopping experience and drive customer footfall. - **Technology:** Partnering with fashion brands to develop and showcase virtual reality and augmented reality technologies can unlock new business opportunities in the tech industry. ## Related on Trend Hunter - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md) - [AI Virtual Fitting Rooms](https://www.trendhunter.com/trends/ai-virtual-fitting-room.md) - [Immersive 3D Fashion Exhibits](https://www.trendhunter.com/trends/portalm-x-virtual-fashion-exhibition.md) - [Luxury Spatial Computing Apps](https://www.trendhunter.com/trends/balenciaga-app.md) - [Interactive VR Styling Apps](https://www.trendhunter.com/trends/j-crew-virtual-closet.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/fashion-film1.md) - [Web3 Fashion Show Initiatives](https://www.trendhunter.com/trends/reinventing-the-runway.md) - [Interactive Fashion Horror Games](https://www.trendhunter.com/trends/the-room-by-gentle-monster.md) - [Immersive VR Shopping Apps](https://www.trendhunter.com/trends/mytheresa-vision-pro.md)