Virtual reality is currently big news in China. While the high costs involved relative to perceived returns continue to deter many brands in the West from wholeheartedly embracing the technology, Chinese companies are racing ahead buoyed by a consumer base that is eagerly devouring all things VR. Once the limited realm of the gaming community, virtual reality technologies are now being used in China by everyone from art galleries to music festivals to hotels— and the fashion and luxury industries are keen not to be left behind.

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