Vogue x Snapchat: Redefining the Body, curated by Vogue European Editorial Director Edward Enninful, has opened at the Cannes Lions Festival of Creativity. It featured designer clothes that were transformed with personalized Snapchat masks and immersive digital technology. With a simple scan on Snapchat, attendees were able to try on outfits virtually from all over the world.
Versace, Dior, Gucci for the first time in the history of fashion confidently stated that AR makes designer clothes accessible to everyone. In addition, visitors to the exhibition were able to access all the experiences of augmented reality at the exhibition: to see how Stella McCartney's digital bees pollinate mushrooms with spores, to visit the dark Balenciaga space, to find themselves in Gucci's "illusory" mirror scenery and the luxurious Versace space in which his the legendary Medusa comes to life... “Through this exhibition and augmented reality more broadly, we hope to show customers new levels of accessibility, creativity and self-expression in the world of fashion and design,” said Evan Spiegel, co-founder and CEO of Snap Inc.
Following the news that Meta is launching its first digital fashion store with brands such as Balenciaga, Prada and Thom Browne, this show seems to herald the arrival of a new generation of fashion that spans the physical, digital and virtual worlds, allowing social media users to and metaverses to dress their avatars in iconic clothing that was previously unavailable.
“It has always been important to me to make fashion accessible to everyone. Using augmented reality, we were able to bring the joy of communicating with global luxury brands to customers, regardless of race, gender, sexual orientation and size. There can be no better, ”Edward Enninful of Vogue shares his impressions.