June 21, 2022
brother Vogue and Snapchat have joined forces to deliver the first immersive and interactive augmented reality fashion show.
The exhibition “Vogue x Snapchat: Redefining the Body”, curated by Edward Enninful, Vogue’s Editorial Director of Vogue Europe, debuted at Cannes Lions Festival of Creation. For the first time, clothing from seven of the world’s top haute couture houses is transformed through immersive digital experiences and personalized Snapchat lenses, making fashion accessible to everyone. design.
Driving technology includes
At the Center d’art La Malmaison in Cannes, seven spaces have been furnished and transformed, to pay tribute to the creative universes of Dior, Gucci, Balenciaga, Kenneth Ize, Richard Quinn, Stella McCartneyand Versace. These are all fashion houses chosen for their unconventional vision of fashion that, through their collections, strive to challenge stereotypes, norms and conventions regarding age, body shape, and age. sex. And it is this innovative side that exhibition visitors can now discover through augmented reality experiences.
“For me, it’s important to make fashion accessible to everyone. Using augmented reality, Vogue x Snapchat: Redefining the Body is an exhibition that invites everyone – regardless of distinction. race, gender, gender and size – experience and enjoy fashion from some of the world’s best designers and luxury brands. It doesn’t get better than that,” explains Edward Enninful. Not content with just discovering exclusive archival garments from these amazing fashion houses, thanks to a simple Snapchat scan, visitors will be able to try them on virtual, as well as Snapchatters around the world. world through Snapchat’s Lens carousel and the Dress Up tab in Lens Explorer.
They’ll also be able to access all of the exhibit’s augmented reality experiences, from Balenciaga’s opaque dark space to Stella McCartney’s digital bees pollinating fungal spores, designing “illusion” clones ” by Gucci and the luxury of the Versace space, in which its legendary Medusa comes to life. Evan Spiegel, Co-Founder and CEO of Snap Inc.
A tribute to digital fashion
Following news of Meta opening its first digital fashion store, featuring brands like Balenciaga, Prada and Thom Brownethis exhibit seems to herald the birth of fashion spanning the physical, digital and virtual realms, allowing social media and metaverses users to dress up in their avatars, but also access to iconic clothing that was previously inaccessible.
As part of this exhibition, Vogue and Snapchat teamed up with DressX, the virtual fashion specialist, to create a collection that includes limited edition merchandise.
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