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Tuesday July 28, 2015 (TORONTO, ON) — ELLE Canada marks another first with the release of its virtual-reality (VR) cover shoot for its much-anticipated 236-page September issue. The shoot, which took place in Los Angeles with Diane Kruger, was filmed using cutting-edge virtual-reality technology. It will be officially released on September 9 at the Tastemakers Lounge during the Toronto International Film Festival (TIFF).

“We were the first Canadian fashion magazine to invite our readers to join us live on-set for our covers,” explained Noreen Flanagan, Editor-in-Chief, ELLE Canada. “For September, we wanted to offer them another unique experience by filming our first virtual-reality cover. It was shot at design icon Tony Duquette’s brilliantly eccentric home in Los Angeles. Readers will actually feel like they are on-set with us rather than observing it from afar.”

The virtual-reality September cover shoot is the latest in a series of innovations that ELLE Canada has brought to market over the past year. “With our relentless focus on consumer engagement via multi-platform content, this virtual-reality cover shoot is our latest example of innovation to bring the world of ELLE Canada to life,” said Jacqueline Loch, VP & Group Publisher, TVA Group. “We know our readers are early tech adopters, and we are giving them more of what they want: from live cover shoots driven by social media to shoppable videos on mobile and, now, a virtual-reality September cover.”

To capitalize on the buzz around virtual reality, ELLE Canada needed a strong partner like Toronto-based PCP VR to deliver the technical expertise.

“Virtual reality convinces the brain into thinking it’s somewhere else,” said Erik Peterson, founder of Canadian tech start-up PCP VR. “For our collaboration, we wanted to immerse readers in the creation of a cover shoot by allowing them to experience it on the ground, from the vantage point of an ELLE Canada editor.”

Samsung teamed up with ELLE Canada to provide its industry-leading Samsung Gear VR and smartphones for guests to watch the virtual-reality video in the magazine’s photo studio, which will be set up at the Tastemakers Lounge and can also be viewed at Nikki Beach Toronto at the Spoke Club.

“We are so excited that ELLE Canada invited us to be a part of its virtual-reality September issue,” said Mark Childs, Chief Marketing Officer, Samsung Canada. “Gear VR represents an important new lens on virtual reality by making this leading innovative technology more accessible to Canadians. With forward-thinking partners like ELLE Canada, Canadians can get closer to the truly immersive content that they are passionate about.”

For more information on how to view the virtual-reality cover-shoot video, as well as behind-the-scenes footage and images, go to ELLECanada.com/3dcover.

Other issue highlights:

• Trend forecaster Lidewij Edelkoort had it right when she said that society is in the mood to “go a little bonkers” and embrace eccentricity. “We certainly did at ELLE Canada,” said Flanagan. “We dedicated 22 pages—a first for the magazine—to exploring how designers from Maison Margiela to Gucci to Prada surprised us with delightfully strange fall/winter collections. Our two-day shoot took place at a Forest Hill home in Toronto that has its own vintage carousel. We also invited novelist Emma Hooper to write a fictional account of the wonderfully zany and engaging characters we created for the shoot.” Go behind the scenes at ELLECanada.com/eccentrics.
• Is it better to negotiate a raise on an empty stomach? What pose should you assume before you’re interviewed for your dream job? How do you spot—and avoid—office “super-chickens”? Get the goods in this month’s ultimate career guide.
• Are you ready to really get to know yourself? “We worked with two noted psychologists to develop a 36-question quiz that—if you take the time to answer honestly—will help you understand yourself better—imperfections and all,” said Flanagan.
• Plus: Discover your beauty ID, explore global beauty trends and read about a new test that determines whether you and your partner are a good match. It’s a new twist on romantic chemistry.