In an innovative fusion of fashion and technology, Versace has partnered with Snapchat to unveil its ‘Mercury’ sneaker collection. This Versace x Snapchat venture revolutionizes the way we experience fashion. This collaboration harnesses the power of augmented reality (AR) to bring the bold, futuristic designs of Versace ‘Mercury’ sneakers to life in a dynamic and immersive manner.
The Versace ‘Mercury’ sneaker collection is a bold testament to the brand’s innovative craftsmanship. Each pair of sneakers is crafted from premium calf leather and incorporates 16 meters of crochet rope, meticulously woven by a team of 27 artisans. This collection signifies a shift in Versace’s approach to footwear. More than just a shoe, the ‘Mercury’ sneaker is positioned as a future artifact, embodying the spirit of connection and community among individuals.
It is only fitting then that the Italian Maison has opted for a futuristic approach to celebrate the launch of the shoe style.
Starting today, Snapchat users can embark on an interactive journey through the Versace ‘Mercury’ Lens, an AR try-on feature that transforms the way we shop for shoes. Utilizing both the front and back cameras, this lens prompts users to tap and break a virtual stone, revealing the intricate design of the ‘Mercury’ sneakers. This state-of-the-art technology allows sneaker enthusiasts to try the shoes virtually, offering a detailed 3D view that merges the digital and physical worlds.
In addition to the AR experience, Snapchatters can now dress their Bitmoji avatars in the latest Versace ‘Mercury’ sneakers and an array of exclusive pieces from the iconic fashion house. Starting June 4, users can unlock these digital fashion items by redeeming tokens available in the Token Shop on Snapchat. The Mercury sneakers, along with 12 other exclusive items, range from 100 to 1,100 tokens. New styles will be added to the collection later this month, ensuring that users can continuously update their Bitmoji’s wardrobe with the latest Versace pieces.
To access this collection, Snapchat users simply need to tap the Profile icon, navigate to the Bitmoji outfits section, and select the Versace logo.
Geoffrey Perez, Global Head of Luxury at Snap Inc., expressed his excitement about the collaboration, stating, “This partnership with such an iconic House demonstrates our ability to combine a historic heritage with innovation while reaching an important audience of over 800 million Snapchatters globally. Our creative tools and platforms, from Augmented Reality to Bitmoji, open up previously unimaginable creative possibilities, contributing to making the luxury industry even more personal, accessible, and desirable.”
Snapchat’s extensive reach and engagement with AR technology play a crucial role in this collaboration. With over 800 million monthly active users and the ability to reach 90% of the 13- to 24-year-old population in over 25 countries, Snapchat is the perfect platform to launch the Versace ‘Mercury’ collection. Every day, over 300 million Snapchatters engage with AR, making it a powerful tool for brands to connect with a tech-savvy, fashion-forward audience.
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