On October 14th, artists, influencers, designers, and tastemakers gathered to celebrate the rich diversity of Canada’s fashion industry and recognize the extraordinary achievements of its frontrunners and emerging talents at the Canadian Arts and Fashion Awards (CAFA) at the Fairmont Royal York Hotel in Toronto.
As augmented reality (AR) continues to change the future of the shopping experience, the Snapchat Fashion Haus took centre stage, showcasing its pioneering technology. This innovative AR tech is reshaping the way brands and consumers engage and interact, offering a glimpse of products through the Lens before they physically arrive in your hands.
Beyond fun and entertainment
Snapchat AR Lenses are well-known for creating both funny or glam photos and videos you can send to your friends, but more practical use of its AR is taking the shopping world by storm. Snap’s AR technology enables customers to try on clothing, jewellery, purses, glasses, shoes, and even cosmetics before they buy—placing them at the centre of the shopping experience.
Imagine, rather than looking at sunglasses or a jacket on a model, you can see exactly how they look on you. Incredibly realistic and surprisingly accurate, Snap AR’s feature is an easy and convenient way to try on items from the comfort of your own home, and share looks you love with your social group.
“There is so much power and opportunity in augmented reality, for both consumers and brands,” says Rajni Jacques, Global Head of Fashion and Beauty at Snap Inc., Snapchat’s parent company. “It’s estimated that by 2025, nearly 75 per cent of Canada’s population and almost all people who use social or communication apps will be frequent AR users.”
Creative and immersive
Snapchat is a one-stop shop for all things fashion, beauty, and luxury—and huge brands are taking note. Browse jackets from The North Face, handbags from Prada and Ralph Lauren, shoes from lululemon and Nike, makeup from Ulta and MAC Cosmetics, and sunglasses from Zenni.
When you want to try something on, the product appears on camera, adjusting to your movement. You can take photos and videos with each virtual item, and if you like something, there are links on-screen to quickly and easily buy it through the Snapchat app. “It’s the freedom, comfort and convenience that puts the consumer at the heart of the shopping experience,” says Jacques.
While trying on an item, the brand’s logo appears, sometimes accompanied by filters or designs. Some Lenses are for trying on a single product, while others have a 360° view of the item and options to swipe and switch the colours or silhouettes.
Every brand experience is different, as Snapchat builds specific assets and experiences to match each retailer. Brands can also collaborate with Snapchat’s avatar, Bitmoji, to create exclusive digital fashion and brand experiences.
Onsite at CAFA, guests could virtually try on stylish Tommy Hilfiger jackets, sunglasses and diamond stud earrings by Dior, glitzy DressX gowns, jewellery by Gucci and Chopard, Cartier handbags, and sneakers by Puma, as well as experiment with Yves Saint Laurent eyelashes and shades of NARS lipstick—all inside the Snapchat Fashion Haus activation, using its innovative AR Lenses.
“We wanted to activate in a meaningful and innovative way to celebrate the Canadian fashion and beauty industry while showcasing how augmented reality and fashion can integrate so seamlessly,” says Jacques. “There was no better place to do that than at CAFA. The gala was the perfect setting to bring our Snapchat Fashion Haus to life and celebrate the industry, winners and their achievements while having a lot of fun.”
As the fashion industry evolves with digital fashion and toggles with what clothing may look like, Snapchat is leading in AR innovation, changing how brands cater to you to create a more seamless shopping experience. “We envision a future where our community can do even more with AR to personalize, accessorize, shop and share the fashion they love with their closest friends,” says Jacques.