Gucci this week partnered with Snapchat for the social media platform’s first global branded AR shoe try-on Lenses.
The luxury fashion brand sponsored an augmented reality (AR) lens that overlays a digital version of its shoes on a smartphone user’s feet and shows a “shop now” button for immediate purchase, according to details provided by Snapchat.
Gucci is offering four styles of footwear in two AR lenses, each with two pairs of shoes: Gucci Ace, Gucci Rhyton, Gucci Tennis 1977 and Gucci Screener, Women’s Wear Daily reported. The shoppable lenses are available in the U.S., U.K., France, Italy, United Arab Emirates, Saudi Arabia, Australia and Japan, per Snap.
Snap this month introduced the AR shoe try-on lenses at its yearly Snap Partner Summit, where it also showcased updates to the Snap AR Camera and unveiled its Snap Mini program for small apps that run inside Snapchat, among other new features.
Gucci’s latest tie-up with Snap indicates that the brand has seen positive results from its adoption of AR, a technology it has independently invested in.
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