Art News Report
February 20, 2023

Vogue and Snapchat Redefine Fashion with Augmented Reality Exhibition in London

In Brief

Snapchat and Vogue have collaborated to create an augmented reality exhibition titled “Vogue x Snapchat: Redefining the Body.” The exhibition showcases exclusive designs from some of the world’s top fashion brands, including Dior, Thebe Magugu, Richard Quinn, Kenneth Ize, Stella McCartney, and Versace.

Digital mirrors are installed in each exhibition room, allowing visitors to virtually try on clothes using Snapchat’s advanced AR technology.

The exhibition is free and takes place from February 18 until March 5.

Vogue Snapchat Redefine Fashion with Augmented Reality Exhibition
Stella McCartney. Source: Vogue

British Vogue and Snapchat have joined forces to fuse physical fashion with innovative digital experiences. Vogue x Snapchat: Redefining the Body, curated by British Vogue’s Editor in Chief Edward Enninful, is an AR exhibition showcasing exclusive designs from renowned fashion houses, such as Dior and Versace. Vogue partnered with Arcadia, Atomic Digital Design, and Snap’s Paris AR Studio to develop the AR experience.

This immersive experience first premiered in France last year, captivating audiences with custom Snapchat Lenses that brought the clothing to life. Now, it has arrived in London during the fashion week and takes place until March 5. The ticket for the exhibition is free.

Snapchat and Vogue’s exhibition features a curated selection of archive, contemporary, and exclusive designs from six globally celebrated fashion houses: Dior, Kenneth Ize, Richard Quinn, Stella McCartney, Thebe Magugu, and Versace. These fashion brands have a revolutionary and subversive approach to fashion that challenges stereotypes and conventions related to age, body shape, and gender. As visitors walk through the exhibition rooms, they can witness the evolution of fashion design, with each room providing a unique perspective on the artistry and creativity that underpin the fashion industry.

In the exhibition, digital mirrors are installed in every room, allowing visitors to virtually try on clothes from each of the luxury brands featured. With Snapchat’s AR technology, the fabric of each dress moves with the body just like real-life clothing would, mimicking the texture as if it were real fabric. Besides, those unable to attend the event in person can still experience the exhibition with Snapchat’s lenses. The lenses provide the chance to try on virtual designs from any location.

“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,”

said Enninful.

Snap’s CEO Evan Spiegel added that this exhibition and AR, in general, “introduce new levels of accessibility, creativity, and expression to the fashion and design world.” 

The collaboration between Snapchat and Vogue represents a breakthrough in how augmented reality can be used to create an immersive and interactive experience for audiences, enabling them to virtually try on clothing and witness the evolution of fashion design.

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About The Author

Agne is a journalist who covers the latest trends and developments in the metaverse, AI, and Web3 industries for the Metaverse Post. Her passion for storytelling has led her to conduct numerous interviews with experts in these fields, always seeking to uncover exciting and engaging stories. Agne holds a Bachelor’s degree in literature and has an extensive background in writing about a wide range of topics including travel, art, and culture. She has also volunteered as an editor for the animal rights organization, where she helped raise awareness about animal welfare issues. Contact her on [email protected].

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Agne Cimerman
Agne Cimerman

Agne is a journalist who covers the latest trends and developments in the metaverse, AI, and Web3 industries for the Metaverse Post. Her passion for storytelling has led her to conduct numerous interviews with experts in these fields, always seeking to uncover exciting and engaging stories. Agne holds a Bachelor’s degree in literature and has an extensive background in writing about a wide range of topics including travel, art, and culture. She has also volunteered as an editor for the animal rights organization, where she helped raise awareness about animal welfare issues. Contact her on [email protected].

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