Versace, Dior, Gucci: Augmented reality brings designer fashion to one and all

PARIS, June 21 — A dream come true! Until June 24, you can slip into the outfits of the world’s greatest fashion houses, including Balenciaga and Versace, thanks to new technologies. British Vogue and Snapchat have joined forces to offer the first-ever immersive and interactive augmented reality fashion exhibition that lets you experience the history and creations of several luxury brands like you’ve never seen them before.

Is technology in the process of transforming fashion and culture experiences? Such is the theme of the “Vogue x Snapchat: Redefining the Body” exhibition, curated by Edward Enninful, Vogue’s European Editorial Director, and launched at the Cannes Lions festival of creativity. For the first time ever, clothes from seven of the world’s leading luxury fashion houses are transformed through immersive digital experiences and personalized Snapchat lenses, making designer fashion accessible to all.

“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,” explains Edward Enninful.

They’ll also be able to access all of the exhibition’s augmented reality experiences, from Balenciaga’s opaque dark space to Stella McCartney’s digital bees pollinating mushroom spores, Gucci’s “illusionistic” mirrored set design, and the opulence of Versace’s space, in which its legendary Medusa comes to life.

As part of this exhibition, Vogue and Snapchat have joined forces with DressX, the virtual fashion specialist, to create a capsule collection of limited edition merchandise. — ETX Studio

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