Gucci’s new shoe try on filter with Snapchat.
Image Courtesy: Snapchat and Gucci

Gucci is notable as the first luxury brand to sponsor a global Snapchat AR lens that lets people virtually try on a pair of shoes before making a purchase. The activation gives the luxury brand a chance to reach consumers who can’t visit a store in regions where shopping malls and department stores remain closed because of the corona virus pandemic.

Product demonstrations are considered one of the most promising applications for AR technology, giving brands a way to provide an immersive experience to consumers who are either on the go or stuck at home. Pointing their smartphone camera downwards, users can choose to see a digital overlay of different Gucci sneakers on their own feet, swiping left or right to change to a different pair. The app also allows users to take photos, which can then be shared on social media or in messaging apps. They can also purchase them right away via a “shop now” button.

Last year, Gucci, the Kering-owned brand launched an iOS update allowing users to virtually try on its Ace sneaker using its own proprietary Gucci app. Now, however, the luxury powerhouse has gone bigger, by extending its augmented reality technology through the partnership with Snap Inc., owners of Snapchat.

Snap Inc head of fashion and beauty Selby Drummond said that the campaign demonstrates the importance of AR in fashion commerce.

“Gucci has always been an incredibly innovative partner.

“They approach every Snapchat activation with the same creativity they are known for in their designs and we know that when we come to them with new opportunities they will understand immediately the power of our technology and audience.

“Snapchatters are actively looking for more and more ways to engage with brands on our platform and we’re so excited to help partners like Gucci connect with them during this time.

“The entire industry knows that augmented reality try-on is going to be incredibly important to the future of commerce and after many years of investing in the space, we’re proud to share it with Snapchatters alongside a brand that they love,” she said.