Catch the virtual haute couture demos in Cannes

The corporate informed WWD in a brand new unique presentation that Snap is about to unveil a wave of augmented actuality lenses on the Cannes Lions that showcase a few of the newest trend developments in digital kind.

The exhibition titled “Redefining the Physique” will characteristic a brand new digital trend expertise with chosen items from BalenciagaDior GucciKenneth Izzy Stella McCartney Richard QuinnStella McCartney and Versace. The tech firm, in collaboration with Vogue, has labored instantly with design homes on the lenses, and plans to make them out there to guests to Middle d’artwork La Malmaison, in addition to Snapchatters all over the world. The expertise could be accessed within the cellular app via the Cannes Map Marker in Snap Map or the Gown Up tab in Lens Explorer.

Extra from WWD

One of Richard Quinn's experiences - Credit: Courtesy image

One among Richard Quinn’s experiences – Credit score: Courtesy picture

photograph courtesy

Betsy Kenny Lack, Snap’s vp of world model technique, informed WWD that the venture is a “actual artistic collaboration,” as groups work to translate bodily attire into digital wearables. Vanessa Kingory, chief enterprise officer of British Vogue, added that the trouble places the work of main designers entrance and heart — “to push the boundaries of the altering type of trend” — however for Snap, the present was additionally meant to showcase one thing else: AR know-how. The corporate wished to point out “how expressive and expressive [it] It might be for the style trade,” Lack defined.

Trend and know-how typically come collectively in methods that may fluctuate significantly, from the grotesque to the creative. Redefining clearly depicts the upper finish of the spectrum, framing itself as an exploration of how know-how is altering individuals’s expertise of tradition, creativity, and trend.

For the bodily exhibition, all six rooms at La Malmaison will host custom-designed environments highlighting every designer’s present, with bodily items on show alongside an AR expertise. The lenses will embody digital trend, in addition to an augmented actuality room expertise, permitting the motion to increase past Snapchatters anyplace. In whole, seven demo and in-room experiences will probably be out there.

The truthful begins on Monday and runs till June 24.

Center d'art La Malmaison will host an exhibition

Middle d’artwork La Malmaison will host the exhibition “Redefining the Physique” in Cannes-Lyon, beginning on Monday. – credit score: picture courtesy

photograph courtesy

As for what guests will see, detailed descriptions, as developed by the homes themselves, comply with beneath.


  • The exhibition room of the French Home is shrouded in pitch darkness. Dense black curtains line the area, that includes two lighted appears to be like from Balenciaga’s fiftieth trend assortment, and trace on the design of the historic dressing salon.

  • The items are a part of Balenciaga’s first couture assortment since 1968, the yr the home’s founder retired.

  • Attendees can scan the room’s Snapcode to instigate completely different views of the monochromatic surroundings.

  • There may even be a {custom} Balenciaga AR expertise, with demo lenses out there to put on the beautiful opera pink coat on show on the present.


  • Within the heart d’Artwork La Malmaison sq., a three-meter-high statue of a mannequin sporting the revolutionary Dior New Look of 1947 welcomes company to “redefine the physique.”

  • Standing on a five-pointed star – the image of Windfall that impressed the superstitious founding clothier to open his dwelling in 1946 – she holds the enduring Girl Dior bag, an emblem of favor for almost three a long time.

  • Snapchat Snapcode reveals Dior’s subtly hand-stitching stripes on this figurine as she ditches the star-rimmed base, to unite elaborate craftsmanship with digital know-how.


  • In its show room, the Florentine dwelling repeats the white grid and design of the fanciful mirror set of Gucci’s advantageous gallery.

  • On the podiums seem fashions from this group exploring masculinity, who imagined the swimsuit as a clothes information.

  • With Snapchat Lens, Snapchatters can use their cellphone’s display screen to tweak its dimensions, discovering colourful portals in a palette that displays the ambiance of Gucci’s nice present.

  • Snapchatters will be capable of put on a Gucci faux-fur coat, sun shades, and hats that seem in animated mosaic grids.

Kenneth Straightforward

  • Kenneth Eze – who based his model of crafts in West Africa in 2013 – has teamed up with Nigerian multimedia artist Jelile Atiku on an exhibition area that homes dwell reproductions of his work and public efficiency items.

  • Inside this gallery room, colourful curtains and tapestries on the wall are created utilizing Aso oke—a handwoven Nigerian tapestry that’s central to Ize designs.

  • Fashions show vivid, one-off attire, reflecting Eze’s dedication to craftsmanship.

  • Via the Snapchat AR expertise, viewers can expertise the story of Ize in West Africa, delivered to life via sound, and put on his tactile creations, which is able to ripple and unfold earlier than their eyes.

Richard Quinn

  • A geometrical mesh of floral and polka dots, the gallery room of British designer and this yr’s BFC/Vogue Designer Trend Fund winner Richard Quinn is immersed within the prints of his model he based in 2016.

  • Lenses will reveal a magical backyard, as blue roses enlarge via the mist, rising earlier than your eyes and giving Snapchatters the prospect to look at Opera Queen’s coat and wide-brimmed masks seem on their our bodies in an interactive vortex of sparkle.

Stella McCartney

  • The British Home Gallery room established in 2001 has been reworked right into a grotto of big coloured mushrooms, with fashions displaying cascading ruffled attire from the model’s Spring/Summer season 2010 assortment.

  • The area is rooted in Stella McCartney’s Spring-Summer season 2022 assortment and the theme of her marketing campaign, “Mushrooms are the way forward for trend and our planet,” through which the designer was impressed by the potential of those unbelievable beings to supply extra sustainable options from medication to supplies innovation.

  • The Large Mushroom will rework right into a digital show of bees pollinating mushroom spores utilizing scanning know-how, and the experimental AR characteristic will reveal a cape embellished with mushrooms alongside a robe rising from the cute fungi.


  • Gilded tiles, baroque columns, and Medusa Versace embody the Italian model’s sense of recent luxurious inside its showroom.

  • On show are slavery-inspired items from the model’s now legendary Fall/Winter 1992 assortment, “Miss S&M”.

  • Snapchat brings the expertise to life, and permits Snapchat customers to put on a unusual look that transforms into quirky snakes because the legendary Medusa is resurrected, reworking into the spectator himself.

signal for WWD Publication. For the newest information, comply with us on TwitterAnd the FbAnd the Instagram.

Click on right here to learn the complete article.