The style publication’s newest subject embraces augmented reality.

Whether or not capturing Kate Moss in VR for a perfume advert or letting retail customers don a headset in store, style manufacturers are at all times looking for new methods to seize shopper consideration. And in relation to style publishers, augmented reality appears to be the immersive know-how of alternative when bringing printed tales to life in an even bigger manner.


A type of publishers is W Journal, who as we speak launched an augmented reality experience that brings the September 2017 subject to life with a 3D cowl, a collection of quick movies, interactive options, and AR-enhanced style portfolios produced with VFX studio The Mill.

This newest subject options Katy Perry on the duvet, reworking right into a “talking” cowl the place a video and audio message from music star begins enjoying, depicting Perry in a surreal setting whereas studying an Albert Camus-esque declaration of freedom. Readers are inspired to work together with totally different components of Katy Perry’s cowl portrait, as every facial characteristic unlocks a brand new piece of content material. Cowl was conceptualized and shot by Steven Klein.

Other than the duvet, there are 4 different journal options and style portfolios that may be activated utilizing W’s Past the Web page app. This features a collaboration with artist Alex Israel, accompanied by a futuristic piece of fiction; a defiant tackle fall style by photographers Mert Alas and Marcus Piggott; and a portfolio by photographer and artist Collier Schorr, capturing style’s obsession with gender fluidity.

Scanning photos and pages from the journal, that are marked with an AR-activated W icon, results in multi-dimensional visuals, movies, and a panoramic, 360-degree view of the cinematic set. The app is available for obtain as we speak, for iOS and Android.

This AR initiative by W is the most recent hope for the style writer to make their printed product extra related and collectible, taking the flat web page of yesterday to the holographic world of tomorrow.

Final 12 months, style writer Elle teamed up with RYOT to carry AR know-how to its annual Ladies in Hollywood subject. The problem featured eight covers; one for Kristen Stewart, Lupita Nyong’o, Amy Adams, Anna Kendrick, Aja Naomi King, Felicity Jones, Helen Mirren, and Kathy Bates, all of whom have been deemed probably the most influential girls within the trade as we speak. Through the use of the journal’s “ElleNow” app, you might hover your cellular device over any cowl to watch the portrait come to life in a video interview.

W’s September, collector’s subject will hit newsstands August 14. A particular version, together with two extra covers, can be on sale in New York and Los Angeles. To order a duplicate of W’s September subject, go to wmag.com/go/katyperrypromo.

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