Snap to Bring High Fashion Virtual Try-ons to Cannes

Snap is set to unveil a wave of augmented reality lenses at Cannes Lions that projects some of the latest high fashion runway looks in virtual form, the company told WWD in a new exclusive.

The exhibition, titled “Redefining the Body”, will offer a new virtual fashion try-on experience with selected pieces from Balenciaga, Dior, Gucci, Kenneth Ize, Stella McCartney, Richard Quinn, Stella McCartney and Versace. The tech company, in conjunction with Vogue, worked directly with design houses on the glasses and plans to make them available to visitors to La Malmaison Art Center, as well as Snapchatters around the world. The experience will be accessible in the mobile app via Cannes Map Marker in the Snap Map or Dress Up tab in Lens Explorer.

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One of the fittings offered by Richard Quinn - Credit: courtesy image

One of the fittings offered by Richard Quinn – Credit: courtesy image

Courtesy Image

The project is “a true creative collaboration,” Betsy Kenny Lack, Snap’s vice president of global brand strategy, told WWD, with the teams working to translate physical wearables into digital wearables. The effort puts the work of top designers front and center – to “push the boundaries of the changing form of fashion”, added Vanessa Kingori, commercial director of British Vogue – but for Snap, the exhibition was also intended to showcase something else: its AR technology. The company wanted to show “how expressive and immersive [it] maybe for the fashion industry,” Lack explained.

Fashion and technology often come together in very different ways, from whimsical to artistic. “Redefine” is clearly aimed at the higher end of the spectrum, presenting itself as an exploration of how technology is transforming people’s experience of culture, creativity and fashion.

For the physical exhibition, La Malmaison’s six rooms will host custom-designed environments to showcase each designer’s exhibition, with the physical pieces on display as well as the AR experience. Goals will include virtual fashion, in addition to an AR room experience, allowing the work to expand beyond Cannes to Snapchat users anywhere. A total of seven fitting and in-room experiences will be available.

The exhibition begins on Monday and will run until June 24.

The Center d'art La Malmaison will host the exhibition

The Center d’art La Malmaison will host the exhibition “Redefining the body” at the Cannes Lion from Monday. – Credit: courtesy photo

Courtesy picture

As for what visitors will see, detailed descriptions, as developed by the houses themselves, follow below.

Balenciaga

  • 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 try-on lenses available to wear the hot pink opera coat featured in the exhibit.

Dior

  • 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 “Redefine 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.

  • Snapcode from Snapchat reveals that Dior Petites Mains has skillfully hand-stitched details on this statue as it descends from its starry base, unifying age-old craftsmanship with digital technology.

Gucci

  • 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

  • Kenneth Ize – whose brand founded in 2013 champions West African craftsmanship – 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 are created using Aso oke, a handwoven Nigerian fabric essential to Ize’s designs.

  • 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.

Richard Quinn

  • 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.

Stella McCartney

  • 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, ‘Mushrooms are the future of fashion and our planet’, as the designer was inspired by the potential of these incredible organisms to offer 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 headdress adorned with mushrooms alongside a dress sprouting from fantasy mushrooms.

Versace

  • 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.

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