Yoox partners with Lumyer on AR "try, share and shop" feature

YOOX has entered into an exclusive partnership with augmented reality camera app Lumyer to allow its users to bring their photos and videos to life using AR effects.

The pair claim the deal is a fashion first with YOOX becoming the first retailer to develop an exclusive set of filters enabling Lumyer’s 16m-plus users on iOS and Android to virtually try, share and shop a selection of designer accessories from the platform.

Lumyer’s AR technology will allow users to see themselves trying on handbags, sunglasses and jewellery from YOOX, creating “live fashion shoots”. The images may then be shared on social media, and the accessories can bought on YOOX, directly through the app with a swipe.

YOOX says the partnership was developed to engage both Lumyer's users and its customers in a "more playful and personal way" and is part of its wider focus on creating engaging content and experiences.

"Mobile is at the heart of what we do and we’re delighted to be partnering with Lumyer, making us the first retailer on the platform. Through this partnership, we believe our customers will enjoy a more engaging and playful retail experience on mobile,” said YOOX president Alessandra Rossi.

The feature is now live and was launched to co-incide with the Italian etail giant's 17th birthday.