British designer Henry Holland has released a smart phone app that turns a magazine cover into a moving catwalk.
The technology works by pointing a smartphone camera at the limited edition December issue of InStyle UK. After a few seconds the leopard skin-printed cover melts away revealing runway videos from House of Holland’s spring 12 collection.
App users can click through from the catwalk to the designer’s website to shop each look.
Holland is the first fashion designer to use the virtual tool, which is powered by Aurasma.
Holland praised the technology for bringing a new dimension to his 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,” the designer said.
“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,” he added.
Two free apps are available, Aurasma and House of Holland, and can be used by iPhone4, 4S, iPad2 or Android users.
Other fashion companies that have used Aurasma include luxury label Dunhill, department stores Debenhams and John Lewis, mail order company Boden and London Fashion Week.