You can also “try” on clothes in augmented reality using the Snapchat app, anytime, anywhere.
In a first-of-its-kind partnership, Snapchat and British Vogue are coming together to launch Vogue x Snapchat: Redefining the Body, a stunning AR exhibition curated by Editor-in-Chief, British Vogue and European Editorial Director, Vogue, Edward Enninful OBE (OBE).
AR Gallery features couture designs brought to life with custom Snapchat filters. Textiles are transformed into innovative digital augmented reality experiences that tell stories of heritage and diversity or echo a global movement.
This flagship event will be hosted in Cannes, France on Dart La Malmaison Center. Snap and Vogue will showcase clothing designs from seven of the world’s leading fashion brands and designers. Balenciaga, Dior, Gucci, Kenneth Ize, Richard Quinn, Stella McCartney, and Versace.
Anyone attending this event will be able to walk into a stunning custom design room and unleash the creative vision of these fashion leaders into overall design using powerful Snapchat AR demos.
Each designer will work in one of six custom environments that complement their physical outfits and by using custom Snap lenses, designers will be able to bring their work to life in an inclusive and accessible way.
Here’s what you can expect from each designer (as provided by Snap):
- The exhibition room of the French House is shrouded in pitch darkness. Dense black curtains line the space, featuring two lighted looks from Balenciaga’s 50th fashion collection, and hint at the design of the historic dressing salon.
- The pieces are part of Balenciaga’s first couture collection since 1968, the year the house’s founder retired.
- Attendees can scan the room’s Snapcode to instigate different perspectives of the monochromatic environment.
- There will also be a custom Balenciaga AR experience, with demo lenses available to wear the stunning opera pink coat on display at the show.
- In the center d’Art La Malmaison square, a three-meter-high statue of a mannequin wearing the revolutionary Dior New Look of 1947 welcomes guests to redefine the body.
- Standing on a five-pointed star – the symbol of Providence that inspired the superstitious founding fashion designer to open his home in 1946 – she holds the iconic Lady Dior bag, an emblem of style for nearly three decades.
- Snapchat Snapcode reveals Dior petites mains subtly the hand-stitching details on this figurine as she ditches the star-rimmed base, to unite elaborate craftsmanship with digital technology.
- In its display room, the Florentine home repeats the white grid and design of the fanciful mirror set of Gucci’s fine gallery.
- On the podiums appear models from this group exploring masculinity, who imagined the suit as a clothing guide.
- Using the Snapchat Lens, Snapchat users can use their phone’s screen to contour its dimensions, discovering colorful portals in a palette that reflects the ambiance of Gucci’s great show.
- Snapchatters will be able to wear a Gucci faux-fur coat, sunglasses, and hats that appear in animated mosaic grids.
- Kenneth Eze – who founded his brand of crafts in West Africa in 2013 – has teamed up with Nigerian multimedia artist Jelile Atiku on an exhibition space that houses live reproductions of his paintings and public performance pieces.
- Inside this gallery room, colorful curtains and tapestries on the wall are created using Aso oke—a handwoven Nigerian tapestry that is central to Ize designs.
- Models display bright, one-off dresses, reflecting Eze’s commitment to craftsmanship.
- Through the Snapchat AR experience, viewers can experience the story of Ize in West Africa, brought to life through sound, and wear his tactile creations, which will ripple and spread before their eyes.
- A geometric mesh of floral and polka dots, the gallery room of British designer and this year’s BFC/Vogue Designer Fashion Fund winner Richard Quinn is immersed in the prints of his brand he founded in 2016.
- Lenses will reveal a magical garden, as blue roses magnify through the mist, growing before your eyes and giving Snapchatters the chance to watch Opera Queen’s coat and wide-brimmed masks appear on their bodies in an interactive vortex of sparkle.
- The British House Gallery room established in 2001 has been transformed into a grotto of giant colored mushrooms, with models displaying cascading ruffled dresses from the brand’s Spring/Summer 2010 collection.
- The space is rooted in Stella McCartney’s Spring-Summer 2022 collection and the theme of her campaign, Fungi Are The Future Of Fashion And Our Planet, in which the designer was inspired by the potential of these incredible beings to deliver more sustainable solutions from medicine to materials innovation.
- The Big Mushroom will transform into a digital display of bees pollinating mushroom spores using scanning technology, and the experimental AR feature will reveal a cape decorated with mushrooms alongside a gown growing from the adorable fungi.
- Gilded tiles, baroque columns, and Medusa Versace embody the Italian brand’s sense of modern luxury within its showroom.
- On display are slavery-inspired pieces from the brand’s now legendary Fall/Winter 1992 collection, “Miss S&M”.
- Snapchat brings the experience to life, and allows Snapchat users to wear a quirky look that transforms into quirky snakes as the legendary Medusa is resurrected, transforming into the spectator himself.
Along with the physical fashion used to launch massive augmented reality experiences, the gallery’s facade will also be digitally “encapsulated” by designers using Snap’s groundbreaking Landmarker technology, transforming the building’s exterior.
“It has always been important to me to make fashion accessible to everyone. Using augmented reality, Vogue x Snapchat: Redefining the Body is a gallery that invites everyone – regardless of race, gender, gender and size – to experience and enjoy fashion from some of the best designers and luxury brands in the world. the scientist , “ Enninful said in an official press release, adding “Things don’t get any better from that.”
During the SXSW 2022 panel called Fashion of the future: the challenge of physical formcommittee member Samuel Alexander, CEO of C2C Fashion & Technology LLC, we talked about that the clothes we wore were more than just a fashion statement; It reflects who we are as people.
He envisioned the day he would be able to tell this story in a richer and more meaningful way and saw augmented reality technology from companies like Snap Inc. as a key to unlock that layer.
“We are excited to partner with Vogue to empower hundreds of millions of Snapchatters around the world to digitally experience fashion from top designers and brands,” Evan Siegel, co-founder and CEO of Snap inc. “Through this exhibition and augmented reality on a larger scale, we hope to bring new levels of accessibility, creativity and expression to the world of fashion and design.”
Vogue x Snapchat: Redefining the body will also see the Vogue and Snapchat partnership X . dress To create a capsule collection for the exhibition. This set will include limited edition Vogue x Snapchat merchandise and will be available on the DressX website and in the gallery for guests to “experience” in augmented reality.
Each AR fashion experience has been developed in collaboration with ArcadiaAnd the atomic digital designnand the newly created Paris AR Studio focused on empowering and educating the next generation of creators in an effort to inspire the world with the possibilities of augmented reality through art, education and culture. You can also try on some clothes at home by visiting Snapchat’s Lens carousel or on the Dress Up tab in Lens Explorer.
Vogue x Snapchat: Redefining The body is released today. For more information, click over here.
Image Credit: Snap Inc.