Snap has partnered with global fashion retailer H&M to give users three new augmented reality try-on experiences, available in both the H&M and Snapchat apps.
The AR experiences are powered by Snap’s camera technology and are available around the world now. H&M used Snap’s cross-platform Camera Kit to build augmented reality into its mobile apps.
The AR experiences were co-designed by H&M and the Institute of Digital Fashion, the London-based digital studio and thinktank. The Lenses offer the ability to try on one-of-a-kind digital designs which Snap said expands “the expressive possibilities of fashion.”
“Augmented reality is a powerful tool for fostering self-expression and creativity. The innovative AR garments co-created by the iODF and H&M represent an incredibly immersive and accessible way to engage and delight the H&M community in the world of digital fashion,” said Brooke DeWitt, product strategy and marketing manager at Snap Inc.
AR is becoming an increasingly popular tool among Snapchat shoppers and users. Since January last year, the company said that, more than 250 million Snapchatters have used AR shopping lenses over 5 billion times. What’s more, Snapchat said that it reaches more than three-quarters of 13-34 year olds in more than 20 countries.
The company threw a very Gen Z summer showcase party in Sydney last week. B&T felt very old.