Snapchat has launched an Augmented Reality (AR) locker room at London’s Selfridges store on Oxford Street in time for the summer of sports.

The AR locker room pop-up will be available throughout July and August, offering AR Mirror experiences.

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As a result, shoppers can virtually try on their favourite sports kits, interact with top sports brands and experiment with AR lenses.

Shoppers can also see their appearance in a custom Team Selfridges Sportopia football kit.

The AR mirror provides a one-time QR code for shoppers to save and share their favourite looks on the platform with friends and family.

Snapchat, Senior Marketing Director of EMEA, Kate Bird, said: “We are delighted to see our AR locker room come to life in an iconic shopping destination like Selfridges. Sports fans are no longer just the people flooding the stadiums – there’s a much larger digital audience, and new tech like AR is continually changing the way people engage with sport.

“To connect with the next generation of fans, sports teams, channels and brands have to meet them where they are – and our immersive Locker Room experience demonstrates how Snapchat is helping brands to connect with digital communities and getting people closer to the games they love.”

Selfridges, Chief Creative, Laura Weir, added: “We’re really excited about having Snapchat as part of Sportopia at Selfridges London, giving visitors creative ways to engage with products and experience. We’re looking forward to welcoming fans to have fun in our Snapchat locker room.”

The move forms part of the social media giant’s summer of sports initiative, which features its partnership with Warner Bros. Discovery (WBD) to revolutionise how millions of fans engage with and celebrate sports content.

As a result of the partnership, Snapchat users across the UK, France and the rest of Europe will have exclusive content about the Olympic Games in Paris via the social media giant.