Who said VR was just for gamers? From Sephora’s latest AR app update, a VR perfume commercial starring the one and only Kate Moss, to a HoloLens powered dressing room–the fashion industry has proven that VR and AR is en vogue through a range of experiences over the years.

Here’s a roundup of some of VR’s more glamorous moments:

Kate Moss Stars in the First Ever VR Perfume Ad

Charlotte Tilbury’s launch for her debut fragrance, Scent of a Dream, was an out of this world experience for guests at New York Fashion Week. The VR commercial spot, which was a first for the perfume industry, starred Tilbury’s muse Kate Moss, who is arguably the most famous supermodel in the world.

Tilbury spoke of the magic of VR advertisements that don’t exist in traditional media forms. “You kind of have the feeling that there’s this limitless way to how you feel, and that you could be dancing on Orion’s Belt, or you could be at a party with Kate Moss.”

Tommy Hilfiger’s In-Store VR Fashion Show

In an effort to enhance the experience of visiting a brick and mortar retail store, Tommy Hilfiger launched a VR experience that had shoppers donning a Gear VR headset to witness the designer’s Fall 2016 collection debut from the runway.

VR runway experiences seem to be a big hit with the fashion crowd; fashion brands Rebecca Minkoff and Balenciaga have launched similar VR runway experiences. We’ve also seen 7 For All Mankind bring a fashion story to life in VR, letting customers in-store experience it while they shop.

Refinery29 Premieres VR Series

“Fashionably Bound” gives users the chance to travel to party cities around the world like New Orleans, Tulum, and Berlin with a group of fashionable friends for an unforgettable 24 hours. The first episode in the series featured yoga, lounging in a hotel room, and a lot of day drinking. The popular fashion publisher teamed up with VR agency Visualize and Samsung for the project in an effort to “open up the world of virtual reality to the tech-savvy female consumer, one style destination at a time.”

ELLE’s “Women in Hollywood” Edition Features AR

Fashion juggernaut Elle teamed up with Huffington Posts VR division, HuffPostRYOT, to bring AR technology to its annual Women in Hollywood issue. The issue featured eight covers; one for Kristen Stewart, Lupita Nyong’o, Amy Adams, Anna Kendrick, Aja Naomi King, Felicity Jones, Helen Mirren, and Kathy Bates, all of whom were deemed the most influential women in the industry today. By using the magazines “ElleNow” app, users can hover their smartphones over any cover to watch the cover face come to life in an exclusive video interview.

SI Swimsuit Edition in VR

In an effort to boost new subscribers, Sports Illustrated released 500,000 special edition bundles with Google Cardboards for their world famous swimsuit edition. The accompanying VR experience on the Sports Illustrated app is exactly what you think: it features bikini clad models Nina Agdal, Irina Shayk, and Hannah Davis as they pose and talk for the camera. The videos, titled “A Quick Dip” and “Beach Seduction,” can be viewed in Cardboard Viewer Mode or Smartphone only.