Masterclassing

Snap and British Fashion Council launch AR Lens to celebrate BFC's 2022 NEW WAVE: Creatives

David Murphy

Snap and British Fashion Council (BFC) have released an augmented reality (AR) Lens celebrating the BFC’s 2022 NEW WAVE: Creatives – a group of the most innovative and inspiring creative talents from around the world.

The Lens, built in collaboration with a curated group of NEW WAVE: Creative talent, allows Snapchatters to experience the creativity of The Fashion Awards presented by Diet Coke from wherever they are in the world, while guests on the red carpet can immerse themselves in the artworks through Snap’s AR Mirrors on the night.

The Lens takes Snapchatters and guests on a journey through the artwork of three NEW WAVE: Creative artists – from donning a cape created by digital artists Fromm; playing with an augmented representation of art created by nail artist Simeone Cummings; and trying on an augmented accessory by Ming Ma.Snapchatters and guests can move between each experience by activating an icon using body tracking.

Fromm is a 3D studio based in London founded by digital artists, Vince Ibay and Jessica Miller. Having graduated from Chelsea and Camberwell College of Arts in 2021, they teamed up to combine their unique understanding of visual communication and creative content. They specialise in creating eccentric and otherworldly 3D art and design, taking inspiration from all things camp, kitsch and wonderful. Their work ranges from music videos, advertising, social media content and face filters.  

Shanghai-based Ming Ma is a multimedia artist. She holds a BFA degree in fine arts from the School of Visual Arts (SVA), and MFA degree from design and technology at the New School in New York. Her personal works focus on the playful and fun experimental experience. Ming Ma is also known for her interactive visual arts and 3D art creations.

Simone Cummings always had an obsession with nails. Growing up, a typical day would see her researching and testing out new ideas and concepts to be able to create art on a small canvas of nails. Since becoming a session manicurist, she has rapidly built an impressive following and clientele for her renowned signatures; the nude clean and her distinctive nail art. Her clients include Dior, JW Anderson, Louis Vuitton, Burberry, Selfridges and Zara

You can try the The AR Fashion Mirror Lens here

“We are thrilled to partner with Snap and three of our brilliant 2022 NEW WAVE: Creatives on our first ever augmented reality Lens,” said British Fashion Council Chief Executive, Caroline Rush. “AR provides limitless opportunities to challenge our imagination and connect with consumers in innovative and playful ways. The partnership allows us to bring a digital experience to both an online audience and red carpet guests on the night and I can’t wait to explore the artworks created through this new experience.”