Protective masks have unintentionally become a fashion trend during the coronavirus pandemic, and now luxury brand Off-White has partnered with Snapchat to launch virtual reality masks from their latest collection. This collaboration showcases the growing influence of virtual fashion in the luxury industry. While Off-White’s physical masks range from 80 to 145 euros, the virtual masks allow Snapchat users to indulge in luxury fashion at no cost.
The virtual masks, designed by Off-White’s creative director Virgil Abloh, can be personalized by users through their bitmoji avatars. Additionally, Snapchat users can unlock a selfie filter on the platform to virtually try on the brand’s masks. This collaboration is part of the Snap x Artist project and aims to encourage the audience to continue their efforts in the fight against Covid-19. It also serves as a way to raise awareness about the Off-White brand among social media users.
Geoffrey Perez, the Head of Luxury at Snapchat, explains that virtual fashion has transitioned from being mere entertainment to becoming a utility that allows brands to showcase their products and enable virtual try-ons and purchases. This shift is reflected in the partnership between Off-White and Snapchat, where users can virtually experience the brand’s masks before making a purchase.
Overall, this collaboration between Off-White and Snapchat highlights the intersection of fashion and technology. It demonstrates how virtual fashion can be a powerful tool for brands to engage with their audience, raise awareness, and provide new and innovative experiences for consumers.
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