Haute 100 MIA: Tommy Hilfiger Introduces Virtual Reality Shopping Experience

American fashion designer Tommy Hilfiger has officially became the first major designer to introduce a virtual reality shopping experience.

Using a Samsung GearVR device, shoppers will now be able to experience an immersive virtual impression, which allows one to sit live in the front row at Manhattan’s Park Avenue Armory at showtime on Feb. 16, 2015, when the Fall 2015 Hilfiger Collection was originally presented. The experience allows fashion buffs to have an exclusive view of the runway and provides an exclusive sneak peek backstage.

In a press release, Hilfiger said, “Through virtual reality, we’re now able to bring our one-of-a-kind fashion show to the retail setting. From the incredible set and music to exclusive backstage moments, consumers will be able to watch the clothes move and see the collection in the original show environment – it’s a compelling and interesting elevation of the traditional shopping experience.

The technology launched on Tuesday, Oct. 20, at the Fifth Avenue Tommy Hilfiger store in New York City. It’s also available at the following locations: London, Paris, Milan, Amsterdam, Dusseldorf, Florence, Zurich, and Moscow. The concept will also launch at wholesale with Selfridges, London’s department store.

“Our special virtual reality cameras, combined with Tommy Hilfiger’s creative vision of the Fall ’15 Hilfiger Collection fashion show, resulted in an experience that goes beyond that of VIP guests,” said Avinash Changa, Founder and CEO of WeMakeVR. “Users get an incredible peek behind the scenes; they stand next to models right before they walk out onto the runway, and they feel the excitement of being backstage after the show.”

Earlier this month, the iconic American fashion brand announced a license agreement with G-III Apparel Group to introduce a line of women’s dresses. The collection is slated to make its debut early next year and will be available at select department stores, including Macy’s, specialty stores, and e-commerce partners in the United States and Canada.

See photos from the store below.

Photos courtesy of Tommy Hilfiger