Virgil Abloh, Snapchat Partner For New AR Lens

Snapchat has launched a new augmented reality (AR) Lens in partnership with Virgil Abloh, an American fashion designer and founder of luxury fashion label Off-White.

In conjunction with the Off-White label, Snapchat and Mr Abloh claim to work together for creating lens that allows Snapchatters to virtually try on a selection of fashion forward AR face masks.

The Lens was developed as an engaging and creative way to encourage Snapchatters to continue wearing protective face coverings and ultimately protect the health and wellbeing of themselves and others during the COVID-19 pandemic.

The health and safety of Snapchatters has always been a fundamental priority at Snapchat, continuously finding new and creative ways to support the well-being and mental health of the community. Snapchat continues this mission by offering Snapchatters the opportunity to also wear the Off-White face masks in their Bitmoji Selfies, helping to bridge the gap between how they express themselves in the digital and real world, explains the agency.

This collaboration is said to be the latest in a series of Snap X Artist partnerships which previously collaborated with artists like Damien Hirst, using technology to demonstrate how digital and physical worlds can come together to bring creativity and self-expression to new audiences.