Dior Uses Virtual Reality to Grant Backstage Passes
In a trend dubbed "retailtainment," the French label has created a branded VR headset that gives a look behind runway curtains
With the runway being held in bigger venues, live-tweeted and relentlessly shared online, fashion has created a new inner sanctum—the backstage—and Dior is using VR to give more people a pass for that too.
Fashion, especially luxury heritage brands, live for exclusivity. With a population of celebrities, models and celebrity models, the backstage is what it’s all about. With Dior goggles strapped around your head, you can feel like you’re there where the glamour is… except you’re really not.