Technology company Snap, owner of the visual messaging service Snapchat, is partnering with fashion retailer H&M to launch a digital collection powered by the Snap Camera. From Dec. 5, 2022, users have access to three augmented reality Try-On Lenses, available via H&M’s mobile app and on Snapchat.
The lenses showcase a partly digital collection, featuring two outfits and one accessory, co-designed by H&M and the Institute of Digital Fashion. The matching physical collection will be on sale online and in selected stores from Dec. 8, 2022.
The concept of digital looks and the employment of such technology represents another step by apparel retailers into the metaverse.
