Henry Holland has brought the subscriber copy of InStyle UK to life with an augmented reality app powered by Aurasma.
When subscribers of the magazine download the House of Holland app and point their mobile device’s camera at the December issue's front cover, the leopard skin print will melt away, revealing runway videos from House of Holland's Spring/Summer 2012 collection shown earlier this year at London Fashion Week. Users are then able to click through to the House of Holland website to shop the looks.
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."