Vogue x Snapchat collaborate on AR exhibition in Cannes

Vogue x Snapchat collaborate on AR exhibition in Cannes
Photo by Laura Chouette / Unsplash

The exhibition Vogue x Snapchat: Redefining the Body, curated by Edward Enninful, Editor-in-Chief of British Vogue, opens at Centre d’art La Malmaison in Cannes on 20 June 2022. The show uses augmented reality to transform the work of seven world-class fashion designers: Balenciaga, Dior, Gucci, Kenneth Ize, Richard Quinn, Stella McCartney and Versace.

As reported by British Vogue, the augmented reality component is powered by Snapchat's scan technology and enables users to digitally try on the unique looks. The online article includes the lens codes for each designer, making the show a hybrid affair that can be accessed by anyone anywhere.

Courtesy of British Vogue

In addition to the lens codes that are accessible on-site and online, Snap’s Landmarker technology has activated the facade of the Centre d’art La Malmaison. This has the effect of immediately bringing the viewer into the vibrant and imaginative universes of the designers.

Digital fashion exhibitions have been appearing regularly as of late. Decentral Art Pavilion in Venice hosted a digital fashion weekend, and NXT Museum in Amsterdam featured the work of The Fabricant in their recent show. Vogue Singapore, in collaboration with The Meta Art Club, also explored the theme of bodies in a recent NFT drop.