Dior enters virtual reality

By

Dominique Muret

Published
May 27, 2015

Have you always wanted to go behind the scenes of a big fashion house’s catwalk show? With Dior, that is now possible thanks to new technology. The brand is introducing "Dior Eyes”, a virtual reality headset produced in collaboration with DigitasLBi Labs France, the digital agency owned by Publicis Groupe. It will be available in June in select Dior stores, allowing customers to walk backstage at one of the label’s fashion shows.

It will be the first augmented reality headset incorporating sound and 360 degree video, according to DigitasLBi Labs, who claims to have made this visual and auditory "technological achievement" in less than three months thanks to 3D printing.

"Dior Eyes" demonstrates "impressive technical performance," said the digital agency, detailing in the press how “the headpiece embeds a high density screen (515 ppp) providing a 2K image resolution, in other words hardly pixelated, associated with a FOV (Field of Vision) close to 100°."

Dior is not the only label to venture into this kind of technology. Last year, Yves Saint Laurent Beauté offered clients beauty tutorials using Google Glass in its makeup corners.