Virtual Reality Offers Glimpse Into Fashion Week Russia

10/20/2015
YouVisit, a leading virtual reality technology provider, today announced a new partnership with the biggest fashion event in Eastern Europe, The Mercedes-Benz Fashion Week Russia. Looking to bring more exposure to new and upcoming Russian designers, YouVisit is developing an all-access virtual reality experience of the fashion show that will be accessible to mobile users across the globe.

In its 31st season, the Mercedes-Benz Fashion Week Russia prides itself on setting a new standard for domestic fashion; highlighting rising Russian designs for both national and international markets. In order to better engage with its audience, the show will leverage immersive content created by YouVisit that includes an up-close and personal view of what’s happening on the runway, as well as an exclusive look into the backstage mechanics of the show. This will provide an engaging and raw profile of the over 70 designers from Russia, Georgia, the Ukraine, the USA, Turkey, China and other countries featured in this season’s event and enable viewers to feel more connected to each collection.

“At YouVisit, we believe that the future of virtual reality is in enhancing real-world experiences,” said Abi Mandelbaum, CEO of YouVisit. “Working with Mercedes-Benz Fashion Week Russia, we are able to provide not only the ability for viewers to have a closer connection to each designer, but the opportunity for the work presented at the fashion show to be accessible to anyone in the international community, weeks and months after it has ended. As VR continues to evolve, it is this kind of content that will make the technology a more commonplace tool and our work with the Mercedes-Benz Fashion Week Russia is a great example of what this can mean for the fashion world.”

Working with YouVisit, the Mercedes-Benz Fashion Week Russia will be fully recorded and hosted on the VR provider’s platform. Event organizers will also have the opportunity to leverage YouVisit’s powerful analytical platform to collect information about individual visits in addition to tracking the total number of users, viewer locations and engagements.

"Our fashion week is dedicated to Russian designers who create edgy fashion that is valuable to both the domestic and global market," said Alexander Shumsky, President of Russian Fashion Council and Mercedes-Benz Fashion Week Russia. "Fashion is a cross-bordering product, and technology changes the rules of the game. With e-commerce we are now able to make small local brands available to clients in every corner of the world. Full-scale virtual experiences, like the one pioneered at MBFW Russia in Moscow help us to better convey the fashion industry and provide the opportunity for customers who never attended fashion week to see it first-hand.”

The Mercedes-Benz Fashion Week Russia will take place in Moscow in Oct. 21-25, 2015.
 
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