Elle has parented with The Huffington Post’s virtual reality division HuffPost RYOT to create an augmented reality experience for Elle’s November issue.
Readers can use the ElleNow app to bring the magazine’s Women in Hollywood cover to life.
Hovering over each of the eight covers—featuring Kristen Stewart, Lupita Nyong’o, Amy Adams, Anna Kendrick, Aja Naomi King, Felicity Jones, Helen Mirren and Kathy Bates—will bring up videos of the cover stars.
Michael Clinton, Hearst Magazines’ president of marketing and publishing director, said this was just the beginning of magazines’ relationship with augmented reality.
“RYOT’s ability to power augmented reality through our owned-and-operated app opens up so many possibilities, and we’re looking forward to collaborating with RYOT on more of the brands in our portfolio, and to bring the opportunities to our marketing partners as well,” said Clinton, in a statement.