Snap takes over iconic global monuments for Riyadh Fashion Week

To celebrate the first-ever Riyadh Fashion Week, Snapchat took over three global fashion capitals through augmented reality (AR).

Snap, in partnership with Saudi Arabia’s Ministry of Culture created AR lenses for three monuments that belong to the fashion capitals, Paris, London and New York.

The tech company used its AR lenses for  Arc de Triomphe in Paris, Tower Bridge in London and Statue of Liberty in New York.

Through the AR lenses, each of the landmarks are dressed in a golden fabric that takes inspiration from Saudi Arabia’s desert.

The AR lenses are also part of Snap’s overall partnership with the Ministry of Culture as both of them came together to  merge fashion and technology at an exhibition called Tasawar.

Tasawar, which means imagination in Arabic, aims to provide visitors an immersive journey through designer showrooms, virtual runways, dress try-ons, selfie lenses and panel discussions.

The name is also stylised as TawasAR, indicating the blend of the fashion and AR technology.

As part of their activations,  Snap snap also brought five Saudi designer’s creations to life using augmented reality.

The AR lens transformed monuments as they were covered in each of the designer’s distinct designs.

The tech platform also launched its first-ever 3D bitmoji in KSA which allows Snapchat users to create animated avatars of themselves.

Users can then see their avatars walk on a virtual Riyadh Fashion Week runway.

On Saudi Arabia’s Ministry of Culture partnership with Snap, Noha Kattan, Deputy Minister of National Partnerships and Development at the Ministry of Culture said that partnership is part of the Ministry’s efforts to drive collaboration between public and private sectors and promote culture exchange.

She adds, “The Tawasar exhibition, which is considered a key outcome of our strong partnership with Snap Inc., marks a significant stride forward in enhancing the national cultural scene and propelling the fashion industry into new horizons by integrating it with the world of technology.”