Snapchat and Vogue have teamed up to launch an AR fashion exhibition with brands including Balenciaga, Dior, Gucci and Stella McCartney at Cannes.
Launching Monday, June 20, Vogue and Snapchat are teaming up to launch an exclusive, interactive augmented reality (AR) exhibit Vogue x Snapchat: Redefining the Body, curated by Edward Enninful OBE. The AR exhibition is the result of a groundbreaking collaboration between British Vogue and Snap, which will illustrate how physical fashion designs can be enhanced and transformed through innovative digital experiences and personalized Snapchat lenses.
Hosted at the La Malmaison Art Center, Snap and Vogue will showcase clothing designs from seven of the world’s leading brands and fashion designers, accompanied by augmented reality Snapchat try-on experiences. Visitors will be able to immerse themselves in the creative vision of these inclusive design leaders, walking through custom-designed rooms showcasing archival, contemporary and exclusive creations from Balenciaga, Dior, Gucci, Kenneth Ize, Richard Quinn, Stella McCartney and Versace.
The Vogue x Snapchat: Redefining the Body exhibition will host six rooms at La Malmaison with custom-designed environments for each designer to display physical fashion with complementary AR experiences, bringing the whole creation to life. The facade of the exhibit is digitally “wrapped” by designers using Snap’s impressive Landmarker technology, truly transforming the exterior of the building.
“It has always been important to me to make fashion accessible to everyone. Using augmented reality, Vogue x Snapchat: Redefining the Body is an exhibition that invites everyone – regardless of race, gender, sexuality and size – to discover and enjoy fashion from some of the best designers and brands in luxury in the world. It doesn’t get any better than that. – Edward Enninful OBE, Editor-in-Chief, British Vogue and European Editorial Director, Vogue
“We’re thrilled to partner with Vogue to enable hundreds of millions of Snapchatters around the world to digitally experience fashion from top designers and brands. Through this exposure, and augmented reality more broadly, we hope to introduce new levels of accessibility, creativity and expression in the world of fashion and design,” Evan Spiegel, co-founder and CEO of Snap Inc.
Snapchatters around the world will also be able to join in the fun, as all trial and in-room experiences will be Global Lenses available in Snapchat’s Lens carousel or the Dress Up tab in Lens Explorer. There will also be a custom landmark available on the Snap Map to see La Malmaison in Cannes come to life.
Designer’s AR features include:
- The showroom of the French house is plunged into opaque darkness. Dense black curtains line the space, which houses two high-light looks from Balenciaga’s 50th Couture collection, and nods to the design of a historic dressing room.
- The pieces have been part of Balenciaga’s premier Couture collection since 1968, when the house’s founder retired.
- Attendees can scan the room’s Snapcode to elicit different perspectives from the monochrome environment.
- There will also be a personalized Balenciaga AR experience, with trial
- Glasses available to wear the bright pink opera coat featured in the exhibit.
- In the courtyard of the Center d’Art La Malmaison, a three-meter-tall statue of a model wearing the revolutionary 1947 Dior New Look welcomes guests to Redefining the Body.
- Standing on a five-pointed star – the symbol of divine providence that inspired the superstitious founding couturier to open his house in 1946 – she holds the iconic Lady Dior bag, an emblem of elegance for nearly three decades.
- Snapchat Snapcode Reveals Dior small hands Skillfully hand-stitched details on this statue as it descends from its star-edged base, unifying age-old craftsmanship with digital technology.
- In its showroom, the Florentine house reproduces the white grid and the scenography of the funhouse illusionist mirror from the Exquisite Gucci show.
- On the catwalks, the models present the looks of this explorer collection of masculinity, which imagined the costume as an invitation to dress.
- Using the Snapchat lens, Snapchatters can use their phone screen to warp its dimensions, unearthing colorful portals in a palette that reflects the mood of the Exquisite Gucci show.
- Snapchatters will be able to wear Gucci’s couture, faux fur coat, aviator-style sunglasses and beret, revealed in moving mosaic grids.
- Kenneth Ize – whose brand founded in 2013 champions West African craftsmanship – has collaborated with Nigerian multimedia artist Jelili Atiku on an exhibition space featuring vibrant reproductions of his paintings and public performances.
- In this showroom, colorful wall hangings and upholstery fabrics are created using Alright then – a hand-woven Nigerian fabric essential to Ize’s creations.
- The models showcase unique dresses in vibrant colors, which reflect Ize’s commitment to craftsmanship.
- Through the Snapchat AR experience, viewers can experience Ize’s West African story, brought to life through sound, and wear her tactile creations, which will ripple and unfold before their eyes.
- A geometric grid of florals and polka dots, the showroom of British designer and this year’s BFC/Vogue Designer Fashion Fund winner Richard Quinn is wrapped in the idiosyncratic prints of his 2016-founded label.
- The lenses will reveal a magical garden, where blue roses magnify through a mist, sprouting before your eyes and giving Snapchatters the opportunity to watch Quinn’s opera coat and wide-brimmed balaclava appear on their bodies in a interactive swirl of shine.
- The showroom of the British house founded in 2001 is transformed into a cave of giant colorful mushrooms, where models cascading down ruffled dresses from the spring/summer 2010 collection of the brand.
- The space is rooted in Stella McCartney’s Spring/Summer 2022 collection and campaign theme, Fungi Are The Future Of Fashion And Our Planet, as the designer was inspired by the potential of these incredible organisms to deliver more sustainable solutions. , from medicine to material innovation.
- The Big Mushroom will transform to feature digital bees pollinating mushroom spores using Scan technology, and the trial AR feature will reveal a mushroom-adorned headpiece alongside a dress sprouting from fantasy mushrooms.
- Golden tiles, baroque columns and Versace’s Medusa capture the Italian brand’s sense of modern opulence in its showroom.
- On display are bondage-inspired pieces from the brand’s now-legendary Fall/Winter 1992 collection, “Miss S&M.”
- Snapchat brings the experience to life, letting Snapchatters wear curly gazes that turn into writhing snakes as the mythological Medusa comes to life and transforms into the viewer herself.
Vogue and Snapchat are also teaming up with DressX to create a capsule collection for the exhibit. The collection will include limited-edition Vogue x Snapchat merchandise and will be available on the DressX website and at the exhibition in Cannes for guests to try on the pieces in augmented reality.
AR experiences were developed in collaboration by Arcadia, Atomic Digital Design and Snap’s new Paris AR Studio, which focuses on empowering and educating the next generation of creators to inspire the world about the possibilities of reality. increased in art, education and culture.