J. Crew, Mytheresa and e.l.f. brands launch Apple Vision Pro apps J. Crew, Mytheresa and e.l.f. brands launch Apple Vision Pro apps
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Fashion, luxury and cosmetics brands are among the 600 apps headed to the Apple Vision Pro.

Obsess is announcing that it partnered with the fashion brand J.Crew, cosmetics firm Mytheresa and luxury brand e.l.f. Cosmetics to launch Apple Vision Pro apps today.

J.Crew and visionOS developer Obsess have created a virtual closet experience for the new mixed reality headset debuting from Apple today. The J.Crew Virtual Closet blends digital content with the physical world in spatial experiences.

The app lets people shop for J.Crew products in an interactive, ultra-high-definition 3D environment. The J.Crew Virtual Closet utilizes SharePlay, a set of features for shared experiences while on a FaceTime call, to chat with J.Crew’s expert stylists or host group calls to get others’ opinions on looks.

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“The J.Crew Virtual Closet is a first for the fashion industry—leveraging Apple’s newest technology to immerse shoppers in a hyper-realistic styling experience with our brand,” said Halsey Anderson, vice president of marketing at J.Crew, in a statement. “We’re thrilled to continue our partnership with Obsess to use this cutting-edge device to bring J.Crew into an exciting new era of spatial shopping and styling. We’re particularly excited for our J.Crew stylists to use Apple Vision Pro to work with customers in a more dynamic way than ever before, via SharePlay in FaceTime. This incredible technology, combined with our rich brand heritage of best-in-class service, will provide endless styling capabilities.”

Apple Vision Pro
Apple Vision Pro

In visionOS, J.Crew Virtual Closet users can explore a curated selection of the brand’s products while also being able to examine the texture and quality of the materials at higher magnification than ever before. Through the app, users can use intuitive hand and eye movements to browse a selection of J.Crew items, and mix and match pieces in order to create an ideal outfit for any occasion and see how it looks on their personal in-app mannequin. The app also features realistic background scenes that will inspire users to both build a new wardrobe and update their existing one.

“This groundbreaking experience for Apple Vision Pro is setting a new standard for shopping for fashion in the era of spatial computing,” said Neha Singh, CEO of Obsess, in a statement. “The ability to create outfit combinations for different occasions interactively and at a life-size scale in the J.Crew Virtual Closet app is a novel e-commerce utility. In addition, the ability for a J.Crew stylist to style outfits remotely with a customer via SharePlay is the most advanced form of digital clienteling available today.”

J.Crew Virtual Closet for Apple Vision Pro can be downloaded for free on the App Store in visionOS, accessible only via Apple Vision Pro. Styling appointments will be available to book starting end of February.

e.l.f. Cosmetics

e.l.f. App by Obsess

e.l.f. Cosmetics also launched a new shopping experience for the Apple Vision Pro. The “your best e.l.f.” visionOS app includes features specifically designed for Apple Vision Pro to take advantage of its three-dimensional (3D) user interface that users control with intuitive hand and eye movements.

The spatial experience encourages users to unwind and explore the best versions of themselves through playful, inspirational environments that contextualize an assortment of 3D e.l.f. products. In addition to shopping via Apple Pay, users can participate in relaxing activities to be “your best e.l.f.” such as guided meditations, stretching exercises and an interactive “Paint by Numbers” game.

The app was created in partnership with Obsess, an immersive shopping platform and visionOS

“Your best e.l.f.’ is a game-changing beauty experience that welcomes users to relax, de-stress and focus on being their best self,” said Ekta Chopra, Chief Digital Officer, e.l.f. Beauty. “Partnering with Obsess to launch one of the first beauty shopping apps for Apple Vision Pro is an evolution for our brand, which has always been digitally-led. We are champions for innovation and new technology platforms.”


MyTheresa is heading to the Apple Vision Pro.
MyTheresa is heading to the Apple Vision Pro.

Mytheresa also teamed with Obsess to get its luxury ecommerce brand in front of the early adopters of Apple’s new technology. The app will be available on February 2 in the visionOS App Store.

Users will be taken to an immersive digital luxury shopping experience to Capri (Italy) and Paris(France), whereby one can explore a wardrobe from Mytheresa’s curated selection through impactful and animated hyperrealistic environments, featuring some of the best luxury brands such as Loewe, Valentino, Saint Laurent and many more.

Using the unique capabilities of Apple Vision Pro, Mytheresa brings stunning destinations right into the
user’s space and utilizes intuitive eye and hand movements to navigate the experience.

The Mytheresa app for Apple Vision Pro will continuously provide new edited collection launches and exclusive capsule collections. Collections will be showcased in immersive carousels, amidst contextual environments that transform the traditional ecommerce product grid into an emotional shopping experience.

Michael Kliger, CEO of Mytheresa, said in a statement, “Mytheresa firmly believes that selling luxury products needs emotions and unique experiences for customers. That is why we have become famousfor creating true money-can’t-buy physical experiencesfor our best customers. With Apple Vision Pro we see the opportunity to create remarkable experiences that bring our users closer to Mytheresa. That is why we are keen and proud to lead the way with our Mytheresa app as one of the very first luxury brands on Apple Vision Pro.”

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