Augmented reality (AR) is revolutionizing the fashion industry, and British Vogue and Snapchat are at the forefront with their immersive exhibition called “Vogue x Snapchat: Redefining the Body.” This groundbreaking collaboration, curated by Edward Enninful, Vogue’s European Editorial Director, recently debuted at the Cannes Lions festival of creativity.
The exhibition, held at the Centre d’art La Malmaison in Cannes, showcases clothing from seven prestigious luxury fashion houses such as Versace, Dior, and Gucci. However, what makes this exhibition unique is that it transforms these garments into captivating digital experiences using Snapchat lenses. Seven carefully designed spaces honor the creative visions of each fashion house and challenge societal norms related to age, body shape, and gender.
Through the magic of AR, visitors can explore the creative aspects of these designers and their collections. Edward Enninful emphasizes the importance of making fashion accessible to all, regardless of race, gender, sexuality, or size. The Vogue x Snapchat exhibition invites everyone to experience and enjoy high-end fashion from top designers and luxury brands.
The Snapchat lenses allow visitors to virtually try on exclusive archive garments, providing a unique and interactive experience. Snapchatters worldwide can also access these experiences through the Dress Up tab in Lens Explorer and Snapchat’s Lens carousel, expanding the reach of this exhibition beyond the physical space.
Each fashion house offers its own augmented reality experience, reflecting its unique aesthetic. For example, visitors can explore Balenciaga’s dark and mysterious space, witness Stella McCartney’s digital bees pollinating mushroom spores, marvel at Gucci’s “illusionistic” mirrored set design, and immerse themselves in the opulence of Versace’s space, where the legendary Medusa comes to life. This exhibition aims to introduce new levels of accessibility, creativity, and expression to the fashion and design world through augmented reality.
This exhibition follows the recent launch of Meta’s digital fashion store, which features renowned brands like Balenciaga, Prada, and Thom Browne. The Vogue x Snapchat exhibition signifies a movement towards fashion that seamlessly blends the physical, digital, and virtual realms. Social media users and metaverse enthusiasts can now not only dress their avatars but also access iconic fashion pieces that were once exclusive.
In addition to the exhibition, Vogue and Snapchat have partnered with DressX, a virtual fashion specialist, to create a limited edition capsule collection of merchandise. This collaboration further demonstrates the convergence of fashion and technology, where digital fashion becomes a tangible and collectible item.
The Vogue x Snapchat: Redefining the Body exhibition represents a revolutionary step towards democratizing designer fashion and leveraging the power of augmented reality. Through this partnership, luxury fashion is no longer limited to a select few but can be experienced and enjoyed by everyone. As technology continues to advance, we can anticipate further progress in making fashion more inclusive and accessible to all.
Useful Links:
1. Vogue UK article on Vogue x Snapchat Exhibition
2. Snapchat Lens Studio
