Snap creates new AR fashion collaboration with H&M


Social platform Snap Inc. has introduced a new digital fashion collaboration with Swedish fashion retailer H&M.

Powered by Snap’s camera technology, three augmented reality (AR) garments can be tried and worn via H&M’s mobile Android and iOS app and Snapchat starting 5 December.

H&M and Snap

The AR experiences are co-designed by H&M and the Institute of Digital Fashion, the London-based digital atelier and thinktank. 

The Lenses offer the ability to try on one-of-a-kind digital designs, expanding the expressive possibilities of fashion. Anyone can select an outfit, strike a pose, and share their favourite digital looks.

H&M leveraged Snap’s Camera Kit to build augmented reality into their mobile apps. 

Camera Kit is a cross platform, software development kit that enables businesses like H&M to integrate Snap’s camera technology and Lenses into their own mobile and web properties, meeting their customers where they are. 

The Swedish retailer joins others like Samsung and Puma in leveraging Camera Kit.

Brooke DeWitt, Product Strategy and Marketing Manager at Snap Inc, said: “Augmented reality is a powerful tool for fostering self-expression and creativity. 

“The innovative AR garments co-created by the iODF and H&M represent an incredibly immersive and accessible way to engage and delight the H&M community in the world of digital fashion.”

Snapchatters love using AR every day: Since January last year over 250 million Snapchatters have used AR shopping lenses more than five billion times. 

Globally, Snapchat  reaches more than 75% of 13-34 year olds in over 20 countries and has 363m+ daily active users.