Gucci will be the first brand to roll out augmented reality (AR) shoe try-on Lenses on Snapchat, after the social network announced the launch of the feature two weeks ago. The campaign will feature four pairs of shoes in two different Lenses (two pairs of shoes per Lens).

The Lenses use Snapchat’s Shoppable AR tech. Users can buy shoes they like directly from the Lens via a ‘Shop Now’ button. They will be available to Snapchatters in the UK, US, France, Italy, UAE, Saudi Arabia, Australia, and Japan.

“Gucci has always been an incredibly innovative partner,” said Selby Drummond, Head of Fashion and Beauty at Snap. “They approach every Snapchat activation with the same creativity they are known for in their designs, and we know that when we come to them with new opportunities, they will understand immediately the power of our technology and audience.

“Snapchatters are actively looking for more and more ways to engage with brands on our platform, and were so excited to help partners like Gucci connect with them during this time. The entire industry knows that augmented reality try-on is going to be incredibly important to the future of commerce, and after many years of investing in the space, were proud to share it with Snapchatters alongside a brand that they love.”

Last year, Gucci ran a Portal Lens campaign that transported Snapchatters to a Gucci-themed island.
The fashion brand also sponsored a limited edition pair of Snapchat’s latest Spectacles in a collaboration with director and visual artist, Harmony Korine.