Get Ready for this Virtual Reality Fashion Magazine Cover Shoot

Elle Canada Diane Kruger VR Cover Shoot

For the September issue cover shoot of fashion magazine Elle Canada, readers will be given a unique behind-the-scenes look from the set, all made available in virtual reality.

The cover shoot with Diane Kruger was captured for a soon to be released VR film from Elle Canada. Filmed at the Dawnridge estate in Los Angeles earlier this year, the cover will prominently feature Kruger on the 236-page issue.

Elle Canada partnered with Toronto-based virtual reality company PCP VR to capture the magazine’s cover shoot for the VR film with what can only be described as a giant spider camera rig.


Experimental capture rig with extension arms and Ricoh Thetas

Reaching out to PCP VR, founder Erik Peterson would only comment to VRScout that their camera rig is experimental and in development. Peterson goes on to say, “The rig was a collection of diverse information capture devices. In this early stage it’s more about capturing as much as possible than about neat form factors for us, because we’re a software company. Our goal isn’t the standard 360 stereoscopic content.”


It is obvious that the PCP VR camera rig is shooting in a very unique style. From images we gathered, five extension arms surround a Canon DSLR with a fisheye lens. Each extension holds up a Ricoh Theta attached. The Ricoh Theta is a consumer 360-degree spherical camera with two lenses, one on each side of the body. From what has been hinted, it appears Peterson is hoping to use the Ricoh Theta data to recreate the environment on set in 3D.


Peterson has been testing and experimenting in VR for awhile now, completing his undergrad thesis at Columbia University in virtual and augmented reality. From all the experimenting, PCP VR was created, and quickly enlisted a small staff of like-minded developers. They are also currently working on a VR application that could help stroke patients with brain recovery with the University of Toronto.

We have reported on fashion brands like 7 For All Mankind, TOMS, and H&M show off virtual reality experiences to bring consumers closer to their brand and fashion collections. However, sometimes all consumers really want is more access, and Elle Canada may be providing just that with their unique immersive take on placing you in the shoes of an on set fashion editor.


Diane Kruger for Elle Canada

Elle Canada’s first-ever virtual reality cover film will premiere during the Toronto International Film Festival at the Tastemakers Lounge on September 9th. Guests will be able to watch the film courtesy of Samsung Gear VR headsets that will be made available.

Coinciding with the premiere on September 9, the Elle Canada Virtual Reality Cover Film will be available to download in the app store for Samsung Gear VR and Google Cardboard.

Image Credit: Elle Canada

About the Scout

Jonathan Nafarrete

Jonathan Nafarrete is the co-founder and editor-in-chief of VRScout.

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