This NYFW, the Scent of A Dream debuted (virtually) in real life.

NEW YORK, NY - SEPTEMBER 10: (L-R) Olivia Palermo, make-up artist Charlotte Tilbury and Johannes Huebl pose for a photo during Charlotte Tilbury x Samsung at 837 Washington on September 10, 2016 in New York City. (Photo by Paul Morigi/Getty Images)

Olivia Palermo, Charlotte Tilbury and Johannes Huebl

Celebrity makeup artist and beauty boss Charlotte Tilbury took over Samsung 837, the brand’s experiential flagship in New York’s Meatpacking District, for a fashion week celebration to launch her new fragrance, Scent of a Dream, and its accompanying virtual reality content.

NEW YORK, NY - SEPTEMBER 10: Customers use Samsung Gear VR during Charlotte Tilbury x Samsung at 837 Washington on September 10, 2016 in New York City. (Photo by Paul Morigi/Getty Images)

Fashion “it” girls Olivia Palermo, Olivia Culpo, Ashley Graham, Martha Hunt and more were on hand for complimentary makeup applications, opportunities to test Tilbury’s new fragrance, and check out exclusive related VR content on Samsung Gear VR starring the legendary supermodel Kate Moss.

NEW YORK, NY - SEPTEMBER 10: Model Ashley Graham (L) and makeup artist Charlotte Tilbury attend Charlotte Tilbury x Samsung at 837 Washington on September 10, 2016 in New York City. (Photo by Paul Morigi/Getty Images)

Ashley Graham with Charlotte Tilbury

Notables like Joe Zee, Johannes Huebl, Morgan Stewart, Cat Sadler, Taylor Hill, Sara Sampaio, Josephine Skriver, Caila Quinn, Bree Waren and Kaya Stewart also flocked to Tilbury’s technology-infused launch event as it continued late into the evening, showing off their style and grooving to tunes by DJ Harley Viera-Newton.

Images by Paul Morigi/Getty Images for Samsung