Vogue and Snapchat Redefine Trend with Augmented Actuality Exhibition in London

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Stella McCartney. Supply: Vogue

British Vogue and Snapchat have joined forces to fuse bodily style with modern digital experiences. Vogue x Snapchat: Redefining the Physique, curated by British Vogue’s Editor in Chief Edward Enninful, is an AR exhibition showcasing unique designs from famend style homes, corresponding to Dior and Versace. Vogue partnered with Arcadia, Atomic Digital Design, and Snap’s Paris AR Studio to develop the AR expertise.

This immersive expertise first premiered in France final 12 months, fascinating audiences with customized Snapchat Lenses that introduced the clothes to life. Now, it has arrived in London through the style week and takes place till March 5. The ticket for the exhibition is free.

Snapchat and Vogue’s exhibition incorporates a curated choice of archive, up to date, and unique designs from six globally celebrated style homes: Dior, Kenneth Ize, Richard Quinn, Stella McCartney, Thebe Magugu, and Versace. These style manufacturers have a revolutionary and subversive method to style that challenges stereotypes and conventions associated to age, physique form, and gender. As guests stroll by means of the exhibition rooms, they’ll witness the evolution of style design, with every room offering a novel perspective on the artistry and creativity that underpin the style business.

Within the exhibition, digital mirrors are put in in each room, permitting guests to just about attempt on garments from every of the luxurious manufacturers featured. With Snapchat’s AR know-how, the material of every gown strikes with the physique identical to real-life clothes would, mimicking the feel as if it had been actual cloth. Moreover, these unable to attend the occasion in particular person can nonetheless expertise the exhibition with Snapchat’s lenses. The lenses present the prospect to attempt on digital designs from any location.

“It has all the time been vital to me to make style accessible for all. Utilizing augmented actuality, Vogue x Snapchat: Redefining the Physique is an exhibition that invitations everybody – no matter race, gender, sexuality, and measurement – to expertise and luxuriate in style from a few of the world’s best possible designers and luxurious manufacturers. It doesn’t get higher than that,”

mentioned Enninful.

Snap’s CEO Evan Spiegel added that this exhibition and AR, on the whole, “introduce new ranges of accessibility, creativity, and expression to the style and design world.” 

The collaboration between Snapchat and Vogue represents a breakthrough in how augmented actuality can be utilized to create an immersive and interactive expertise for audiences, enabling them to just about attempt on clothes and witness the evolution of style design.

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