Gucci extends the functionality that uses augmented reality to Snapchat to allow customers to virtually “try on” footwear. The technology allows users to view the various Gucci shoe models once worn. To ‘try’ virtually a pair of shoes, just make your choice on the screen and frame your feet with the camera of your mobile device. Gucci will present four pairs of sneakers in two different lenses. Snapchat users will be able to view the shoes as if they were on their feet. The new lenses will be available to Snapchat users in the United States, the United Kingdom, France, Italy, the United Arab Emirates, Saudi Arabia, Australia and Japan. At the center are the Gucci Ace, Gucci Rhyton, Gucci Tennis 1977 and Gucci Screener footwear models. The partnerships signed with the gaming world also reflect the increasingly technological appeal of Gucci: last May, the brand of the Kering group announced a new collaboration with Tennis Clash, the tennis game for mobile devices.


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