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Balenciaga Thinks Virtual Reality is Ready for the RunwayMove over, Zoolander. Virtual reality is headed to a runway near you.

Fashionista is confirming that the Balenciaga runway Sunday morning in Paris will be a hot one to watch. Not only will the occasion give Demna Gvasalia an opportunity to debut his first collection since being hired as the label’s artistic director last fall, but it will also usher in the era of virtual reality for Balenciaga.

The Kering-owned brand “is making the experience more accessible to viewers outside the venue than ever before through a 360-degree virtual reality live stream, available through a custom app,” Fashionista confirms.

Launching a new app compatible with mobile devices and VR headsets like Oculus Rift and Google Cardboard, Balenciaga is bringing its brand to virtual reality at 5:30 a.m. ET on Sunday when the fashion show commences.

“Plenty of designers have experimented with virtual reality technology, but most have confined that experience to inside their brand’s stores,” the report notes.

But if all goes as planned for Balenciaga, this weekend’s fashion extravaganza in virtual reality may represent the start of a whole new trend in the world of fashion.

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