The fashion space is fertile territory for AR tech, Schwerin adds. “This will be the start of a new paradigm where we are now giving designers a new creative canvas for their shows,” he says. Vogue World will be a landmark event for the convergence of fashion and AR, says Ben Schwerin, Snap SVP of content and partnerships. For example, the hues in the sky and flowers to the sides of the runway seek to enhance, but not overpower, the show. Sidhu, of creative studio Arcadia, notes the developers’ intent to augment and add value without interrupting or intruding - to “give the models and talent the space they need”. In other words, “how will the organisers of the show use a digital visualisation tool (via a digital lens) to enhance or extend the experience without taking away from the core parts of the experience?” When considering these types of experiments, he will be looking at the overall effect. Physical fashion shows are a key example of an experience that can benefit from AR, says analyst Tuong Nguyen, who is part of consultancy Gartner’s emerging technologies and trends team. While much of the focus on metaverse experiments has been on entirely virtual technologies, Snap is leaning into its ability to augment the physical world to that end, it has been a leader in development of smart glasses, with the expectation of eventually divorcing the AR experience from smartphones.
The Vogue World fashion show will take place on 12 September during NYFW Photo: Snap Inc. As of Snap’s Q1 2022, more than 250 million people used Snap’s AR shopping lenses every day on average. Snap has been a clear leader in using AR for social commerce, and now sees more than 6 billion AR Lens plays daily.
The Vogue World experience, for example, uses Snap’s ground and sky segmentation technology, and Snap recently made its try-on tech available to external apps and developers in a bid to deepen relationships with brands and retailers. In June, British Vogue brought a Snapchat experience to Cannes Lions that let visitors try on digital items from brands such as Versace and Dior.īrands have also tested Snap’s ability to add a “digital layer” to the world around us, as Snap global product lead in AR Carolina Arguelles Navas has said to Vogue Business, through enhancements such as in-store augmentations (such as Nike’s AR archives experience with “artefacts” unlocked via QR codes) or delivering a stack of Louis Vuitton luggage cases.Īs physical fashion weeks reconvene in global cities, pop-ups and shows such as AR platform Zero10’s digital retail store in New York and AR fashion artist Doddz’s digital in-person show, are expected to take advantage of improvements in AR technology. Big names including Gucci, Burberry, Farfetch and Prada have tested shoppable AR try-on, and Snap has worked to position itself as a go-to partner for the industry’s AR endeavours.
Brands began by testing makeup and face filters (such as trying on digital glasses), before graduating to items like shoes and watches. Vogue and Snap will promote the Vogue World event via two lenses inspired by and branded Vogue that can be used worldwide: “A New Stage”, inspired by the Vogue World runway, allows people to bring versions of the staging to their own environment, while “Lit Up” enables selfies that “reflect the runway” through a virtual glow based on the sunset and moonrise.ĪR try-on has become increasingly popular in fashion and beauty. The goal is to take “an age-old brand story and tell it through brand new technology,” says Resh Sidhu, global director of Arcadia, Snap’s creative studio for branded AR.
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