H&M has unveiled a range of new augmented reality (AR) features on its mobile app, allowing customers to try on and wear three unique garments with their camera.

    The feature is part of a partnership with Snap, a developer of AR camera lenses, which also allows its users to view the products on its own social media platform, Snapchat. The experience was developed jointly by H&M and London-based digital studio Institute of Digital Fashion (iODF), Snapchat announced on Monday. The Swedish fashion retailer used Snap’s camera kit to implement the AR function and Snap’s technology and lenses into its application to reach the end users on their preferred platform.

    “Augmented reality is a powerful tool to encourage creativity and self-expression,” said Brooke DeWitt, product strategy and marketing manager at Snap. “The innovative AR garments developed by iODF and H&M are an accessible and incredibly immersive opportunity to engage and entertain the H&M community in the digital world of fashion.”

    Snap’s AR capabilities have also been used by companies like Puma for virtual shoe try-ons.

    According to the company, as of January last year, over 250 million Snapchat users have used the platform’s AR lenses to shop more than five billion times.

    This translated and edited post previously appeared on FashionUnited.uk.

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