Virtual reality is here, and brands of all stripes are embracing the tech. The New York Times and Google newly partnered to send more than 1 million cardboard VR viewers to Times subscribers at the beginning of November so they could watch the paper’s first VR documentaries on a smartphone. Magic Leap published video of its augmented reality system online in October, causing more buzz around VR’s potential. Even Tommy Hilfiger now offers VR sets to its in-store customers so they can watch its recent New York Fashion Week show.