Vogue and Snapchat Are Transforming Fashion with a Groundbreaking Augmented Reality Exhibit in London
In Brief
Snapchat and Vogue have worked together to produce a stunning augmented reality exhibit named 'Vogue x Snapchat: Redefining the Body.' This showcase features exclusive creations from some of the most prestigious names in fashion, such as Dior, Thebe Magugu, Richard Quinn, Kenneth Ize, Stella McCartney, and Versace.
In every exhibition space, digital mirrors are set up, granting attendees the ability to virtually try on outfits using Snapchat's state-of-the-art AR technology.
The exhibition is open to the public and runs from February 18 through March 5.
British Vogue and Snapchat have teamed up to create a remarkable blend of physical fashion and innovative digital experiences. Vogue x Snapchat: Redefining the Body curated by British Vogue’s Editor-in-Chief Edward Enninful, is a captivating AR exhibition showcasing exclusive pieces from esteemed designers like Dior and Versace. Vogue worked alongside Arcadia, Atomic Digital Design, and Snap’s Paris AR Studio to bring this AR vision to life.
This immersive journey made its debut in France last year, enchanting audiences with bespoke Snapchat Lenses that animated the garments. Now, it's gracing London during fashion week and will remain until March 5. Entry to the exhibition is free.
Snapchat and Vogue’s exhibition features a thoughtfully curated mix of archival, contemporary, and exclusive designs from six internationally acclaimed fashion houses: Dior, Kenneth Ize, Richard Quinn, Stella McCartney, Thebe Magugu, and Versace. These designers brands embrace a bold and progressive perspective on fashion that defies conventional norms relating to age, body type, and gender. As guests stroll through the exhibition, they can observe the progression of fashion design, with each space offering a distinct lens on the artistry and ingenuity at the heart of the industry.
Within the exhibit, digital mirrors can be found in every area, enabling visitors to virtually try on clothes sample designs from each luxury brand represented. Thanks to Snapchat’s AR features, the fabric of each dress sways with the wearer just like authentic apparel would, reflecting its texture as if it were made from real materials. Additionally, for those who can't make it to the venue, they can still enjoy the exhibit using Snapchat’s lenses, which allow users to try on virtual outfits from anywhere.
"I have always believed in making fashion accessible to everyone. With augmented reality, Vogue x Snapchat: Redefining the Body is an exhibit that welcomes all individuals – regardless of race, gender, sexual orientation, or size – to experience the brilliance of fashion from some of the industry's finest designers and luxury brands. It truly doesn’t get any better than this,\"
said Enninful.
Evan Spiegel, CEO of Snap, remarked that this exhibit and augmented reality, in general, “bring fresh levels of accessibility, imaginative expression, and creativity to the sphere of fashion and design.”
The collaboration between Snapchat and Vogue marks a significant milestone in demonstrating how augmented reality can help craft an immersive engaging and interactive experience for visitors, allowing them to virtually try on apparel and see the transformation of fashion design.
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