Vogue x Snapchat
Making fashion as accessible as possible is one of the major goals of Edward Enninful, editor-in-chief of British Vogue. With that in mind he joined forces with Snapchat to let Snapchatters around the world explore seven different high-end designers, from the comfort of your own home.
The way we wear, experience, engage and even draw inspiration from fashion is changing drastically, due to digital innovations. Because of this, the physical universe of luxury fashion is starting to change. One way to approach this, is to deploy augmented reality to encourage the engagement with the online world. That’s also what Vogue and Snapchat might have thought when they began this collaboration; Vogue x Snapchat; Redefining the Body.
The collaboration was unveiled in Cannes, including famous guests such as Jared Leto and Paris Hilton, on June 20, 2022. The guests were invited in Centre d’Art La Malmaison to get an exclusive first look at the exhibition. The venue changed in an immersive world with archive, contemporary and exclusive pieces from Balenciaga, Dior, Gucci, Kenneth Ize, Richard Quinn, Stella McCartney and Versace.
The exhibition was on display for a total of five days. Anyone who attended the event was able to walk through an incredible custom design room. The guests got an exclusive look into the creative vision of the fashion designers.
To really live by the motivation of Edward Enninful, to make fashion accessible for everyone, the collaboration would not be complete without a “at-home”-option of the event. For every Snapchatter there are several AR Snapchat Lenses available where it is possible to try on some of the designs from one of the seven designers.
Within the AR Snapchat Lenses there are two options; one for you face and one for your body. For example, you could take a picture with Versace’s iconic Medusa head on your face or try on the shocking pink opera coat from Balenciaga.
The collaboration gives a good idea on how luxury fashion can make their way into the digital world using immersive technology. Of course the tactility of the 3D digital outfits can be improved, but this is very difficult with 3D animation. To digitize an outfit as realistic as possible – so with the unique motion of the garments when worn – it is best to capture it real-life, for example in volumetric video. Anyway, the Snapchat Lenses are really a fun way to experience fashion, so definitely try it out at home!
Virtual fashion
