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InStyle is launching its very first virtual reality experience with November cover star Drew Barrymore today, WWD reports. Viewable through the Jaunt VR app, InStyle uses virtual reality to put you right in the middle of Barrymore's shoot with the magazine. When the app is launched, the actress walks the viewer through what's happening and users can spin their phones around to view different parts of the set.
InStyle editorial director Ariel Foxman was inspired to use virtual reality after experiencing it at a walk-through at the Smithsonian museum, according to WWD. "I want to use this technology in a way that brings the viewer to the most behind-the-scenes piece of our magic making," Foxman said. "We were looking at the calendar of what we were creating, and our November cover is Drew Barrymore," who was a natural fit since this is her eighth InStyle cover, the most of any cover star. Other fashion brands are adopting virtual reality, like Rebecca Minkoff, who used the same app to immerse users in her fall 2015 fashion show.
The virtual reality segment was shot with Jaunt using special technology, such as 360-degree stereoscopic camera and a 3-D sound-field microphone. Select subscribers will receive InStyle-branded virtual reality viewers with their November issues while others will be able to sign up to receive one on the magazine's website. Foxman says the magazine will continue to use virtual reality to document cover shoots, celebrity house tours, and red carpet parties in unique fashion.