Virtual is in style at Time Inc.

As the media co. continues to ramp up production of its digital video content across brands, InStyle is the first publication to offer VR.
October 13, 2015

InStyle is the latest publisher to take its content into the world of virtual reality.

Beginning with its November issue, the fashion magazine, owned by Time Inc., will premiere InStyle Virtual, a VR experience that gives readers a 360 look at fashion shoots and other fashion events. The series kicks off with a VR experience showcasing actor Drew Barrymore’s cover shoot.

The experience is a three-minute tour shot with a 360-degree camera by Jaunt and optimized for VR viewing on multiple VR-viewing devices and the JauntVR smartphone app ($5.00) for consumers with a homemade rig, like Google Cardboard. InStyle will also distribute free, branded cardboard viewers to select subscribers along with the magazine.

The VR experience will also give brands a chance for a new kind of exposure. In the launch video, fashion from designer Stella McCartney will be featured in the video, and Barrymore will also provide some of her personal makeup tips.

While Time has increased production of its digital video content across brands, including the launch of Sports Illustrated Films and a new digital series from Southern Living, InStyle is its first publication to offer a VR experience.

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