Fans of the FashionTV lifestyle television channel can get up close and personal with models on the catwalk through a new partnership with Israeli virtual reality company Inception. The two have launched the first VR fashion channel that transforms FashionTV content into 3D immersive experiences.

Four VR programs were released with the launch: “Miss FashionTV Awards Cyprus – Meet the Models,” “Miss FashionTV Awards Cyprus – The Competition and Show,” “Up Close with Neta Alchimister” (one of the models featured in the Cyprus shoots), and “DSQARED2 at Factory 54,” filmed Tel Aviv where Inception is based.

“Virtual reality gives us the chance to bring fashion to the masses, in ways that were never previously possible,” said Michel Adam, president of FashionTV. “As one of the top fashion video creators, we wanted to be the first to pioneer VR content as well – and we’re thrilled to be working with Inception who are also pioneers in their field.”

“VR gives people a chance to visit and see things they may never get the chance to do in real life,” said Benny Arbel, Inception’s CEO. Joining top models as they show off the latest designs is a good example of an experience beyond the normal scope of most people.

VR (and its little cousin AR – for augmented reality) are becoming big business in Israel, with dozens of startups exploring what the new technology can do. Inception is one of the hottest; the company raised $15 million from European broadcast group RTL Group in August.

Launched in October 2016, Inception has developed apps for VR headset makers and software providers Oculus Rift, Samsung Gear, iOS, Android, Google Daydream, HTC Vive and Microsoft MR. Sony PS support is coming soon. Over a million people have downloaded Inception’s apps. Other partnerships include the publications Pitchfork and Time Out. The company is also working on a virtual fortress tour of Jerusalem’s iconic Tower of David museum.