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'W Magazine' shows how fashion is embracing augmented reality
The fashion world loves augmented reality. From Gap to Nike, brands are trying to find different ways to integrate the technology into their retail experience. Now W Magazine, one of the most prominent fashion publications, is treading a similar path with a new AR-powered issue. Done in partnership with The Mill, a visual effects production studio, the magazine's Sept. 2017 Collector's Issue features an interactive, computer-generated image of Katy Perry on the cover. At first glance, it seems like a traditional magazine, but that changes when parts of it come to life when viewed through the lens of a smartphone or tablet. For W Magazine, it's about using tech to keep its print publication modern.
