Snap and British Vogue take to the catwalk together with augmented reality (AR) exhibition Vogue x Snapchat: Redefining the Body, curated by Edward Enninful OBE, in London fashion week this February.
The collaboration is an example of how AR is redefining the way we experience fashion and design, advancing physical fashion through digital experiences.
Visitors will be able to immerse themselves in the creative vision of some of the world’s most iconic designers, as they explore six custom designed rooms. Each room showcases the collections of a different designer through a series of augmented reality experiences, including the virtual try-on of designs by Dior, Kenneth Ize, Richard Quinn, Stella McCartney, Thebe Magugu and Versace.
Edward Enninful OBE, Editor in Chief, British Vogue and European Editorial Director, Vogue, commented: “London is a fashion capital for a reason: we house some of the most exciting, creative and cutting-edge talent the industry has given rise to today. Through curating this unique exhibition I am reminded once again of the exciting new frontiers fashion has to offer, and with a partner like Snap we are able to push the boundaries on what is possible for our audience to experience.”
The AR Experiences were developed in collaboration by Snapchat and Atomic Digital Design.
Alongside the exhibition, which starts on 18 February, visitors can sign up to join talks, masterclasses and tours hosted by speakers from across the worlds of fashion, beauty, tech, innovation and culture.
For those not in London, there will also be a global AR experience for Snapchatters through the app.