Versace, Dior, Gucci: haute couture accessible to all thanks to augmented reality

(ETX Daily Up) – You dreamed of it, Vogue and Snapchat did it! Until June 24, you can slip into outfits from the world’s biggest 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 fashion exhibition in augmented reality to discover the history and the clothes of several luxury brands like you have never seen them before.

Is technology really transforming your fashion and culture experience? In any case, this is what the exhibition “Vogue x Snapchat: Redefining the Body” tends to (de)show, orchestrated by Edward Enninful, European editorial director of Vogue, and launched at the Cannes Lions. For the first time ever, the garments of seven of the world’s leading luxury houses are being transformed through immersive digital experiences and personalized Snapchat lenses, making haute couture accessible to everyone.

Technology at the service of inclusion

At the La Malmaison art center in Cannes, seven spaces have been fitted out, then transformed, to pay tribute to the creative universe of Dior, Gucci, Balenciaga, Kenneth Ize, Richard Quinn, Stella McCartney, and Versace. Houses chosen for their subversive vision of fashion, attempting through their collections to challenge stereotypes and injunctions related to age, morphology, and gender. And it is precisely this creative aspect that visitors to the exhibition can now discover through augmented reality experiences.

“Making fashion accessible to everyone has always been important to me. Using augmented reality, ‘Vogue x Snapchat: Redefining the Body’ is an exhibition that invites everyone – regardless of background, gender, sexual orientation or size – to experience and enjoy fashion from some of the world’s best designers and luxury brands. There’s nothing better than that,” says Edward Enninful. In addition to discovering exclusive archival clothing from these great houses, visitors will be able to try them on virtually with a simple scan on Snapchat, just like Snapchatters around the world via Snapchat’s Lens carousel and the Dress Up tab of Lens Explorer.

They will also be able to access all of the augmented reality experiences in the exhibition, from Balenciaga’s space of opaque darkness to Stella McCartney’s digital bees pollinating mushroom spores, to the illusionist mirrored scenography of Gucci, and the opulence of the Versace space in which its legendary Medusa comes to life. “Through this exhibition, and augmented reality more broadly, we hope to introduce new levels of accessibility, creativity and expression to the world of fashion and design,” said Evan Spiegel, co-founder and CEO of Snap. Inc.

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An ode to digital fashion

Augmented reality today appears to be indispensable, even inseparable, from the fashion industry, which is evolving at the pace of the latest technologies. After the announcement of the launch of a first digital fashion store at Meta, with houses like Balenciaga, Prada, and Thom Browne, this exhibition seems to herald the advent of a fashion between physical, digital, and virtual, allowing not only for social media users and other metaverses to dress up their avatars, but also to access iconic clothing that they could never have even touched before.

As part of this exhibition, Vogue and Snapchat have also collaborated with DressX, the virtual fashion specialist, to create a capsule collection made up of limited-edition merchandise.