America's Snapchat partners with British Vogue for AR exhibition

Hosted at the Centre d'art La Malmaison, Snap and Vogue will showcase clothing designs from seven of the world’s leading fashion brands and designers. Visitors can walk through custom designed rooms showcasing archive, contemporary and exclusive fashion designs from Balenciaga, Dior, Gucci, Kenneth Ize, Richard Quinn, Stella McCartney and Versace. The exhibition’s facade is digitally “wrapped” by designers using Snap’s Landmarker technology, transforming the building’s exterior.

Snapchatters around the world will be able to join in and try on lenses from these designers available in the Lens carousel that can be found in the Dress Up tab in Lens Explorer.

“It has always been important to me to make fashion accessible for all. Using augmented reality, Vogue x Snapchat: Redefining the Body is an exhibition that invites everyone – regardless of race, gender, sexuality and size – to experience and enjoy fashion from some of the world’s very best designers and luxury brands. It doesn’t get better than that,” said Edward Enninful OBE, editor in chief, British Vogue and European editorial director, Vogue

"We are thrilled to partner with Vogue to empower hundreds of millions of Snapchatters around the world to virtually experience fashion from top designers and brands. Through this exhibition, and augmented reality more broadly, we hope to introduce new levels of accessibility, creativity, and expression to the fashion and design world," said Evan Spiegel, co-founder & CEO, Snap.

The AR experiences were developed in collaboration by Arcadia, Atomic Digital Design and Snap’s newly established Paris AR Studio which is focused on empowering and educating the next generation of creators about the possibilities of augmented reality across art, education, and culture.

Fibre2Fashion News Desk (HO)