Elle, the iconic lifestyle magazine from Hearst, was the first brand to develop an application for Google Glass. Elle partnered with Google X and Perpetual to achieve this and engage readers using emerging technologies. At the early stages of the project, the team at Perpetual brainstormed with the teams at Elle and Google X to come up with the most effective experience with this new frontier device. Perpetual developed the user experience and software, Google X provided guidance in the early stages of the Google Glass product and the Elle team provided strategic direction from their experience with their content.The teams worked together to determine the best content and deliverables, to deliver a Google Glass application that enables users to Subscribe to their favorite content, experience content in formats suited to the Google Glass experience, and discover and shop directly from Google Glass.