H&M launches new AR ‘try on’ fashion collaboration with Snap Inc.

Swedish fashion retailer H&M has teamed up with leading technology company Snap Inc. to launch augmented reality (AR) try on experiences –  available now on H&M’s mobile app and on visual instant messaging app, Snapchat.

The AR experiences are co-designed by H&M and the Institute of Digital Fashion (IODF), the London-based digital atelier and thinktank.

Powered by Snap’s camera technology, the Lenses offer the ability to try on one-of-a-kind digital designs, expanding the expressive possibilities of fashion. Anyone can select an outfit, strike a pose, and share their favourite digital looks.

H&M utilises Snap’s Camera Kit to build augmented reality into their mobile apps. Camera Kit is a cross platform, software development kit that enables businesses like H&M to integrate Snap’s camera technology and Lenses into their own mobile and web properties, “meeting their customers where they are”. The Swedish retailer joins others brands such as Puma in leveraging Camera Kit to enhance customer experience.

Brooke DeWitt, Product Strategy and Marketing Manager at Snap Inc., said: “Augmented reality is a powerful tool for fostering self-expression and creativity. The innovative AR garments co-created by the IODF and H&M represent an incredibly immersive and accessible way to engage and delight the H&M community in the world of digital fashion.”

Since January 2021, over 250 million ‘Snapchatters’ have used AR shopping lenses over 5 billion times. Globally, Snapchat reaches more than 75% of 13-34 year olds in over 20 countries and has over 363m daily active users.