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. And 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 September 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.
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