Snapchat dedicates AR lenses to every fashion week


Snap’s fashion fix has led the developer of Snapchat to roll out nine new augmented reality lenses tied to upcoming fashion weeks throughout the month, starting in New York City, the company told WWD.

The social media company will come up with three goals for New York, with two goals for each of the other cities – London, Milan and Paris – launching at the start of each of their respective events. The visuals take into account the distinct trends that are strong in each location.

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Style-conscious Snapchatters can look forward to a range of virtual clothing designed by the creators of Lens under the direction of Rajni Jacques, Global Head of Fashion and Beauty Partnerships at Snap.

“Using Snap’s latest AR trial technology, designers were tasked with building their own vision for AR clothing, taking inspiration from fashion trends in major cities during Fashion Week,” explained Jacques. “Our goal with this project was ultimately to provide Snapchatters and fashion lovers with easy access to unique and engaging AR trial experiences, not just for fun, but also to be inspired by using AR fashion on Snapchat. “

She advised the team on topics that, for example, flock to New Yorkers and what her screenings tell her. “New York tends to be guided by classic silhouettes and styles,” she said. “But lately we’ve been seeing bulky, playful clothing making a comeback on the New York catwalks.”

Of course, this isn’t Snapchat’s first foray into fashion goals. A variety of brands have jumped on the platform’s AR bandwagon, from New Balance to Christian Dior Couture. In these sneaker-focused examples, the respective lenses reached over 7.3 million users (New Balance) and garnered over 2.3 million organic views via Snapchat’s new business profile (Christian Dior).

However, shoes don’t have the same challenges as clothes. This may make this particular lens campaign more intriguing, as an extension of Snap’s total push into digital clothing.

The company unveiled its development work on virtual tissue and body mesh technology in May at its Snap Partner Summit, which made it clear its intentions to illuminate virtual fashion.

Carolina Arguelles, Snap’s global product marketing manager for AR, explained the challenge to WWD at the time: “It’s very difficult to try on AR clothing today. It’s really hard for that to be realistic and fit your unique size, style and fit, and for that fabric to be represented naturally, ”she said. “It should move like it’s supposed to move because of things like gravity – these are things that have been very difficult to solve from a technological point of view.”

According to the company, it is making gains on this front, but the challenge will not be met overnight. Indeed, the work is still in progress. The latest lenses are just another step in the evolution of Snap’s AR fashion.

“The technology used to power many of these lenses is based on our new tissue simulation machine learning model,” Arguelles told WWD of the new and upcoming beginnings of augmented reality. “It allows the camera to understand how to visualize the tissue – making it move, bend, crumple like natural tissue would depending on your movement.”

She called the latest developments “critical improvements to usher in the new era of digital fashion.”

While the concept of art and science coming together has become so cliché in the fashion and tech conversation, it becomes more literal in these virtual garments. Because they couldn’t have happened without the company’s technology mingling with Jacques’ fashion expertise and the imaginations of lens designers.

More thoughts from Jacques on other cities: “London is where young designers never conform to the fashion norm, like jarring prints and unruly silhouettes. Fashion “rules” are said to be broken on the catwalks in London. “

“Milan is the homeland of sensual and elegant designs. It’s about playing on texture and having fierce color combinations, ”she said, while in Paris, the city“ is where the drama comes to play. Here, the imagination is unleashed and the result is unforgettable.

Snap lens creator Michael Porter also took inspiration from the art world, especially the Van Gogh exhibition: “Rather than just creating a starry night dress, I wanted to immerse the user in the painting. he said. “I like that with digital fashion we are not limited by reality.”

QReal, another designer, “imagined a digitally structured garment that contradicts its nature simply by mimicking the liveliness and energy you have with the movements of your body.”

Designer Vitória Cribb discovered she was drawn to the great colors and themes of nature, while Joshua Keeney created a ‘fantasy denim’ lens that was inspired by the ‘wide and playful silhouettes of London Fashion Week and Vivienne Westwood dresses ”.

Their goals align with other Snap Fashion Week initiatives: the @SnapForCreators account will feature street styles, catwalks and backstage from Dior, Gucci, Tory Burch, Proenza Schouler, Christian Cowan, Cynthia Rowley, Sergio Hudson and others. According to the company, Batsheva Haart will also post shares to the @SnapForCreator account, as well as Spotlight fashion posts, and Crescent Shay “Snapping in remote” and recreate looks for Spotlight.

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