Camera manufacturer Canon is using Oculus Rift virtual reality headsets to give visitors a glimpse into the life of models backstage at London Fashion Weekend.

Canon, who are a sponsor of the event, along with London Fashion Week, have planned a variety of activities to promote their presence, which will be shared with consumers through social media.

Using HD footage captured using a Canon Legria Mini X camcorder, Canon have designed an experience aimed at recreating the “hectic lifestyle of a model during London Fashion Week”, which audience members will be invited to take part in using the Oculus Rift VR headsets. Real-life models, designers and photographers all make an appearance in the footage.

The VR experience forms part of the wider campaign centred around London Fashion Weekend, which is aimed at both consumers and professional photographers. Canon has partnered with fashion photographers, bloggers, designers and models to share images through its social media channels using the hashtag #canonfashion.

“We are proud to be working, once again, with such a wide variety of talented influencers from the fashion industry to support them in sharing the events and experiences of London Fasion Week with followers around the world via social media,” said Cyprian da Costa, brand communications director for EMEA at Canon, speaking to Marketing Magazine.