Gucci launches AR Snapchat lens allowing users to virtually try on shoes

Gucci has launched a new augmented reality (AR) tool on Snapchat allowing users to virtually try on its footwear collection in-app.

Earlier this month, Snapchat announced a range of new features for brands including a new ‘AR shoe-try on’ lens, ‘Local Lenses’ which shows a virtual world built right on top of your neighbourhood, and ‘Scan’ which allows users to identify everything from plants to dogs.

Gucci is the very the first retailer to utilise its shoe try-on lens, allowing users to virtually try on four pairs of its shoes.

Shoppers are then able to purchase the shoes directly from the app using Snapchat’s ‘Shop Now’ button.

Snapchat’s head of fashion and beauty Selby Drummond said: “Gucci has always been an incredibly innovative partner.”

“They approach every Snapchat activation with the same creativity they are known for in their designs, and we know that when we come to them with new opportunities they will understand immediately the power of our technology and audience.

“Snapchatters are actively looking for more and more ways to engage with brands on our platform, and we’re so excited to help partners like Gucci connect with them during this time.”

“The entire industry knows that augmented reality try-on is going to be incredibly important to the future of commerce, and after many years of investing in the space, we’re proud to share it with Snapchatters alongside a brand that they love.”

The lens is now available for shoppers in the UK, US, France, Italy, UAE, Saudi Arabia, Japan and Australia.