Versace enlists Snapchat to help launch latest sneaker collection
Iconic fashion house Versace is teaming up with Snapchat to use the platform’s augmented reality and Bitmoji features to bring its new sneaker collection to life.
The announcement:
…the launch of the Versace Mercury sneaker collection, Versace is partnering with Snapchat to bring its latest footwear innovation to life. Beginning today, Snapchatters can experience Versace Mercury and a glimpse of its futuristic design through a multitude of experiences that intertwine both the digital and physical world together.
An immersive augmented reality try-on Lens on Snapchat
For a fully immersive experience, the Versace Mercury Lens harnesses the power of the front and back camera. Through an interactive journey that prompts Snapchatters to tap and break a stone to unveil the shoe, Snapchat’s state-of-the-art AR technology invites sneakerheads to try on the kicks and discover it in 3D.A digital fashion collection for Bitmoji
Starting today, Snapchatters can unlock the Versace Mercury sneakers for their Bitmoji alongside 12 exclusive and iconic pieces from the House. The Mercury sneakers can be accessed by redeeming 350 tokens, and the entire collection will range from 100 to 1,100 tokens, which are available for purchase in the Token Shop on Snapchat. Later this month, new Versace styles will be added to the Bitmoji collection.To unlock the Versace Mercury collection for Bitmoji, go to Snapchat and tap the Profile icon on the top left hand corner to find your Profile screen. Tap on the hanger icon to enter the Bitmoji outfits section, and then tap the Versace logo to view the collection. You can also tap here to see the styles.
“This partnership with such an iconic House demonstrates our ability to combine a historic heritage with innovation, while reaching an important audience of over 800 million Snapchatters globally. Our creative tools and platforms, from Augmented Reality to Bitmoji, opens up previously unimaginable creative possibilities, contributing to making the luxury industry even more personal, accessible, and desirable”, says Geoffrey Perez, global head of luxury at Snap Inc.
About the Versace Mercury sneaker collection
Versace’s unveils its boldest sneaker collection to date signalling a shift in the innovation of the category for the brand. It’s not just a shoe; it’s a future artefact.
A testament to innovative craftsmanship, the Mercury blends futuristic advancements with the timeless sophistication of the House’s Heritage.
Each crafted from premium calf leather, a team of 27 artisans skillfully weave 16 meters of crochet rope into every pair.
At the heart of Versace Mercury lies the spirit of connection and community among individuals.
Source: Ogilvy
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