Snapchat has partnered with British Vogue to showcase an immersive augmented reality (AR) exhibition titled “Vogue x Snapchat: Redefining the Body”. The free exhibition, located on Regent Street in London, is open until March 5th. The exhibition features exclusive concepts from notable designers such as Dior, Kenneth Ize, Richard Quinn, Stella McCartney, Versace, and Thebe Magugu. Curated by Vogue’s editor-in-chief Edward Enninful, the exhibition showcases how AR technology can transform and amplify fashion through innovative digital experiences and custom Snapchat Lenses.
The Exhibition Experience
Each of the designers was chosen for their subversive vision of fashion. The exhibition features custom-designed rooms showcasing archive, contemporary, or exclusive fashion designs, along with augmented reality and virtual try-on experiences.
The exhibition begins in the basement with Kenneth Ize, who has collaborated with Nigerian artist Jelili Atiku on the space. Visitors can virtually try on Ize’s signature pieces and delve into his West African story through Snapchat technology. Next is Stella McCartney, who has transformed her room into a grotto of giant mushrooms.
Next is Versace. The Italian fashion label has delved into its archives to highlight its autumn/winter 1992 collection. On the ground floor Dior offers a slice of Paris. Visitors can try on the line’s trench coat, shorts, and long shirt against the backdrop of a Renaissance grotto.
Magical Garden and Intimate Domestic Space
The Richard Quinn room features a magical geometric garden of florals and polka dots, and custom Snapchat lenses will showcase blue flowers blooming and growing around the room. The digital try-on mirror showcases the British designer’s opera coat and wide-brimmed balaclava. The final room, designed by South African designer Thebe Magugu, is an intimate domestic space inspired by his childhood home in the diamond mining city of Kimberley. Nine mannequins wearing bohemian dresses from Magugu’s Heritage Dress capsule collection are displayed, and visitors can try on the dresses using the digital mirror. The walls are lined with 3D relics and prints from his childhood and past fashion collections, including vases, chandeliers, boots, and bags.
Accessibility and Creativity in Fashion
According to Vogue’s editor-in-chief, making fashion accessible to everyone is important. Evan Spiegel, co-founder and chief executive of Snap Inc., added: “
“Through this exhibition, and augmented reality more broadly, we hope to introduce new levels of accessibility, creativity, and expression to the fashion and design world.”The exhibition is an excellent opportunity to showcase how fashion can be redefined and transformed through innovative technology.
