AR and The Future of Fashion
Colleen Tufts
January 10th, 2022

In 2015, Snapchat released its first set of augmented reality (AR) filters with instant success. The first iterations of these “Lenses” were limited to heart eyes, puppy ears, and other quirky embellishments for selfies that captured the hearts of users around the world. 

In 2020, Snapchat grew AR from cartoon animal filters to designer fashion by partnering with Gucci in their first-ever shoppable AR campaign. By holding the camera over their feet, users could try on four pairs of sneakers and had the option to purchase any of them through the app.

Now more brands are trying to get in on the action—it seems as though AR try-ons could be the future of fashion. Some businesses are already integrating AR try-ons into how they market their products. Luxury fashion retailer Farfetch, for instance, has integrated cloth simulation into their Snapchat campaign, allowing customers to see how the clothing might move in real life without actually putting anything on. 

With buyers able to try on different sizes before ordering the clothing, AR try-ons could drastically reduce the rate of returns, making the fashion industry more sustainable. AR also has strong potential for businesses—to increase brand loyalty through immersive virtual experiences, easily market products online, and even sell digital clothing for avatars. 

How will virtual fitting rooms impact your shopping habits?

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