Vogue and Snapchat presents the future of fashion in an AR exhibition in London
British Vogue and Snapchat are bringing an immersive augmented reality (AR) experience to the heart of London, featuring exclusive designs from Dior, Versace and many more to life.
The AR exhibition titled ‘Vogue x Snapchat: Redefining the Body’ has been curated by British Vogue’s Editor in Chief Edward Enninful OBE. First opening in France and now Britain, it illustrates how physical fashion designs can be enhanced and transformed through innovative digital experiences and custom Snapchat Lenses.
Say goodbye to in-store trying on and hello to the future of fashion, perhaps.
Hosted at 84-86 Regent Street, London, W1B 5HB, the exhibition is open to the public from 18 February until 5 March. Snap and Vogue will showcase clothing designs from seven of the world’s leading fashion brands and designers.
Visitors can walk through rooms showcasing archive, contemporary and exclusive fashion designs from, Dior, Thebe Magugu, Richard Quinn, Stella McCartney and Versace.
The houses were chosen for their subversive vision of fashion, to challenge stereotypes, norms and conventions related to age, body shape and gender.
Edward Enninful OBE, Editor in Chief, British Vogue and European Editorial Director, Vogue, said: “It has always been important to me to make fashion accessible for all. Using augmented reality, Vogue x Snapchat: Redefining the Body is an exhibition that invites everyone – regardless of race, gender, sexuality and size – to experience and enjoy fashion from some of the world’s very best designers and luxury brands. It doesn’t get better than that.”
Digital mirrors are propped up in each room, where those in attendance can virtually try on clothing from each luxury brand. Snapchat has advanced AR technology, ensuring that each dress's fabric moves simultaneously with the body to replicate its real-life texture.
Snapchatters who can’t attend the event in person can try on lenses from these designers in the lens carousel.
Evan Spiegel, Co-Founder & CEO of Snap Inc., added: "We are thrilled to partner with Vogue to empower hundreds of millions of Snapchatters around the world to virtually experience fashion from top designers and brands. Through this exhibition, and augmented reality more broadly, we hope to introduce new levels of accessibility, creativity, and expression to the fashion and design world."
The AR experiences were developed in collaboration with Arcadia, Atomic Digital Design and Snap’s Paris AR Studio.