5/15/2023 0 Comments Lens studio snapchatFor instance during lockdown everyone had to find alternatives of how to showcase their work such as the designer Hanifa, and even since then there have been AR Runways. She continues: “I think that what the last few years has taught us is that tech is ever evolving, and our ways of communicating or conveying a message or idea are constantly changing with the use of tech. I’ve found this project a great way to be able to convey a message and also design something that represents that.” Fashion as an art form can be interpreted in many ways, hence why the objects on the hands are morphing as the user moves. With my design I wanted to convey that fashion as an art form is ever changing, ever evolving, sometimes political and unfortunately sometimes controversial or thought provoking. Nail artist Simone Cummings adds: “It has felt great to be part of this project. We hope to give everyone their own royal moment, so we designed it to be versatile by using a translucent digital material incorporated with our own hand-drawn embroidery.” Vince Ibay of Fromm Studio says: “Inspired by British royal aesthetics, we wanted to present something old and familiar in the potential of a digital space. It’s a pleasure to partner with the British Fashion Council to celebrate this year’s NEW WAVE: Creative talent and showcase their art.” More than 250 million people engage with augmented reality on Snapchat every day – it’s a canvas to make fashion accessible to everyone. The partnership allows us to bring a digital experience to both an online audience and red-carpet guests on the night and I can’t wait to explore the artworks created through this new experience.”īen Wymer, Director, Global Brand Experience, Snap Inc adds: “Fashion innovates by pushing boundaries and creativity and these are values that Snap shares. We have a duty to support the younger generation, keep them inspired and motivate them to know that there is a future in creativity. AR provides limitless opportunities to challenge our imagination and connect with consumers in innovative and playful ways. Snapchatters and guests can move between each experience by activating an icon using body tracking.Ĭaroline Rush, Chief Executive British Fashion Council explains: “We are thrilled to partner with Snap and three of our brilliant 2022 NEW WAVE: Creatives on our first ever augmented reality Lens. Through Snap’s AR technology, the Lens takes Snapchatters and guests on a journey through the artwork of three NEW WAVE: Creative artists – from donning a cape created by digital artists Fromm, to playing with an augmented representation of art created by nail artist Simone Cummings, and finally on to trying on an augmented accessory by Ming Ma. The new Lens, built in collaboration with a curated group of NEW WAVE: Creative talent, allows Snapchatters to experience the creativity of The Fashion Awards presented by Diet Coke from wherever they are in the world – while guests on the red carpet can immerse themselves in the artworks through Snap’s AR Mirrors on the night. Snap and British Fashion Council (BFC) have unveiled the first ever augmented reality (AR) Snapchat Lens celebrating the BFC’s 2022 NEW WAVE: Creatives – a group of the most innovative and inspiring creative talents from around the world.
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