Snap has entered into a 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&Ms mobile Android and iOS app and Snapchat.

The AR experiences are co-designed by H&M and the Institute of Digital Fashion (IODF), the London-based digital atelier and thinktank. The Lenses offer the ability to try on one-of-a-kind digital designs,. 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 its mobile apps. Camera Kit is a cross platform, software development kit that enables businesses to integrate Snap’s camera technology and Lenses into their own mobile and web properties. The Swedish retailer joins others like Samsung and Puma in leveraging Camera Kit. 

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