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Henry Holland brings new dimension to fashion world with Aurasma AR

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British style visionary Henry Holland has become the first fashion designer to bring a magazine cover to virtual life by releasing his own augmented reality app, powered by Aurasma. Subscribers of fashion magazine, InStyle UK, can download the free app and see his Spring/Summer 2012 collection come to life in a whole new dimension.

When subscribers of InStyle UK download the House of Holland app and point the camera on their mobile device at the December issue’s front cover, the leopard skin print will literally melt away, revealing runway videos from House of Holland’s Spring/Summer 2012 collection shown earlier this year at London Fashion Week. Readers can then click through straight to the House of Holland website to shop the look.

Please click here to see the Aurasma-enabled cover in action and demoed by Henry Holland himself:

Henry Holland, Designer and Creator of House of Holland, said: “Aurasma lets me bring a whole new dimension to my print designs. I can see a future where people stop each other on the street and Aurasma each other’s clothes, watching multimedia content that seems to be embedded right in the fabric itself.

“We need to start thinking about what this new technology means for the way we work with print and the way we as designers communicate our ideas beyond the physical collections themselves.“

Martina King, Managing Director of Aurasma, said: “Henry was the first fashion designer to live stream from the runway and also the first to enable viewers to shop the look from the shows. So it is no surprise that he is the first fashion designer to embed Aurasma into his own app and use it to change the way people interact with one of his iconic Spring/Summer 2012 prints.

“Where Henry goes the Fashion World follows – it has been a pleasure to work with such a visionary designer and we look forward to continuing our collaboration.”

Eilidh Macaskill, Editor of InStyle, said: “InStyle has created seven limited edition designer covers for the December issue and our ground breaking Film InStyle project. Henry Holland took this further with his cover which can be brought to life by downloading the House of Holland app – allowing readers to enjoy footage from his Spring/Summer 2012 show. It is another exciting dimension for our InStyle readers to enjoy.”

Aurasma is fast becoming the first choice of augmented reality technology for the fashion world, with partners including dunhill, NET-A-PORTER, Debenhams, John Lewis, Boden and London Fashion Week.

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