ELLE’S VIRTUAL REALITY: Elle magazine has partnered with technology firm Jaunt to create a virtual reality experience of its photo shoot of singer Jacquie Lee. Using a 3-D camera, Elle filmed the shoot, which was used in the magazine’s November issue and accompanied an article on Lee. The video, which can be downloaded through Jaunt’s app, is now available on Google Play for Google Cardboard and Android phones. Translation: users can download the 90-second video and watch it on their mobile phone using Google’s 3-D viewer for a virtual-reality experience. (The user can also watch it on their Android phone without using the viewer for a less-virtual, more reality experience). Elle said the video will be coming soon to Samsung Gear’s VR and the Oculus Rift.

The idea came after a trip Elle editor in chief Robbie Myers and senior vice president and publisher Kevin O’Malley took to San Francisco last summer. The duo met with Silicon Valley-based venture capital firm Andreessen Horowitz in order to mine the firm for story ideas for its continued coverage of tech in the fashion world. They were introduced to tech pertaining to virtual reality, and eventually connected with Jaunt, which is perhaps best known for its 360-degree convert video of Paul McCartney earlier this year.

This story first appeared in the December 10, 2014 issue of WWD. Subscribe Today.

According to O’Malley, the Jaunt collaboration marks the first time a fashion shoot has been captured in virtual reality. He noted that the “strategic partnership” between Elle and Jaunt includes some “financial elements,” but declined to elaborate. He added that it would give way to future partnerships, such as the filming of fashion shows.

He also cited possible fashion “content partnerships,” which could translate to a fashion shoot that Elle could create with brands as the magazine enters its 30th anniversary in 2015.

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