Dior Uses Virtual Reality to Grant Backstage Passes

With the runway being held in bigger venues, live tweeted and relentlessly shared online, fashion has created a new inner sanctum — the backstage — and Dior is using virtual reality to give more people a pass for that too.

Fashion, especially luxury heritage brands, live for exclusivity. With a population of celebrities, models and celebrity models, the backstage is what it’s all about. With Dior goggles strapped around your head, you can feel like you’re there where the glamour is… except you’re really not.

Dior Eyes, as the device is affectionately called, is a forward-thinking method of engaging with clients. In a trend the brand calls “retailtainment,” Dior Eyes will be available to the public in select stores from June 2015.