Snapchat Dedicates AR Lenses to Every Fashion Week – WWD

Snap’s fashion fixation has the Snapchat developer rolling out nine new augmented reality lenses tied to upcoming fashion weeks throughout the month, starting with New York, the company told WWD. The social media company will be dropping three lenses for New York, with two lenses for each of the other cities — London, Milan and Paris — launching at the start of each of their respective events. The visuals hew to the distinct trends that are strong in each locale. What style-conscious Snapchatters can expect are a range of virtual garments designed by Lens creators under the guidance of Rajni Jacques, Snap’s global head of fashion and beauty partnerships. “Utilizing Snap’s latest AR try-on tech, the creators were tasked with building their own visions of AR garments — taking inspiration from fashion trends within the major fashion week cities,” Jacques explained. “Our goal with this project was ultimately to provide Snapchatters and fashion lovers with easy access to unique and engaging AR try-on experiences, not only to have fun with, but also to get inspiration from using AR fashion on Snapchat.” She advised the crew on themes that, for instance, New Yorkers flock to and what her projections are telling…
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