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The Drum

River Island, Google and BFC partner for VR experience

River Island has teamed with Google and the British Fashion Council (BFC) to unveil a CGI film experience and virtual reality app using Google Cardboard which will make its debut at the Fashion Film event during London Fashion Week.

Created in celebration of the launch of River Island's Design Forum x Jean-Pierre Braganza collection, the film looks to raise awareness of the Design Forum, which, in conjuction with the BFC commissions young UK based designers to create limited edition capsule collections each season.

Ben Lewis CEO River Island said he was "excited to be the first fashion brand to pioneer" the use of Google Cardboard within the fashion arena.

"Since the start of Fashion Film, sought to explore and build on the relationship between fashion and film and noe with Google Cardboard via handheld mobile, we are able to reach new technology heights for the viewer."

Once users have completed the experience they will be able to share a 3D of the Kingfisher bird from the designs across social media.