Experience Iconic Runway Looks with AR at London Design Museum

Experience Iconic Runway Looks with AR at London Design Museum

London Fashion Week Exhibition Offers Augmented Reality Experience

A new fashion exhibition at The Design Museum in London, sponsored by Alexander McQueen, is using augmented reality (AR) technology powered by Snapchat to provide visitors with an immersive experience. Titled “Rebel: 30 Years of London Fashion,” the exhibition showcases iconic fashion moments from the last three decades, including Björk’s famous “swan dress” and Harry Styles’ outfit from his “Golden” music video. In the exhibition’s “Backstage Pass” area, visitors can interact with Snap’s AR technology, trying on hair and makeup looks from London Fashion Week designers using AR vanity mirrors.

AR Lenses and Technology

The exhibition features nine exclusive AR lenses that replicate hair and makeup looks from different designers. These lenses utilize machine learning to create realistic AR hair styles and facial tracking technology to understand different face structures for makeup looks. Additionally, ray tracing technology is employed for looks that feature reflective surfaces, providing a more accurate simulation of light interaction. The mirrors combining Snap’s technology with Apple’s iPad Pro allow visitors to trigger different lens experiences through hand-tracking technology.

Previous Deployments of Snap’s AR Tech

Snap’s AR technology has been previously utilized at events like the US Open tennis tournament, where visitors could virtually swing a diamond-encrusted tennis racquet at the Tiffany & Co. booth. All the featured designers in the exhibition are alumni of NEWGEN, an initiative established by the British Fashion Council to support emerging fashion design talent in the UK. The exhibition will be open until February 11, 2024, and is co-curated by Sarah Mower MBE and Rebecca Lewin.

Hot Take: A Fusion of Fashion and Technology

The collaboration between The Design Museum, Alexander McQueen, and Snapchat’s AR technology has brought a unique and immersive experience to visitors of the “Rebel: 30 Years of London Fashion” exhibition. By combining fashion with augmented reality, visitors can engage with iconic looks and even try on different hair and makeup styles using innovative AR lenses. This fusion of fashion and technology showcases the potential for interactive experiences in the world of fashion exhibitions, providing a glimpse into the future of how we engage with and appreciate fashion. It’s an exciting development that highlights the power of AR in enhancing our understanding and enjoyment of art forms.

Source: Decrypt

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Experience Iconic Runway Looks with AR at London Design Museum