Vogue is arguably one of the most influential fashion brands in the world, often finding the most popular models, creating new fashion events and now, taking on technology integration with Vogue World. Vogue introduced an AR experience named Vogue World allowing you to walk the runway through your personal device and enhance the runway at the physical event.
Individuals attending the event can use their device powered via Snapchat to have an immersive experience. This will include petals falling from the sky and blooming flowers as the models walk across the stage. The idea of an integrated fashion show with new AR technology will truly show the pivoting point for other brands that may be influenced by Vogue.
When your budget is not able to afford the experience of Vogue World, Snapchatters can bring the runway home using their personal mobile devices. The advanced features of the Vogue World filter will give the opportunity for individuals to try on outfits virtually. Not only will the filter be a way to incorporate Vogue into the hands of many that may never be able to touch the luxury that Vogue holds in the fashion industry. In addition, the forward facing lens will give the glow of the fashion runway as if the flowers and moonlight are reflecting on your face. Vogue wants to focus on the true beauty of each individual by touching as many with their style and using a digital lens can help accomplish that.
Vogue is a fashion leader, but will competitors follow in their footsteps? Luxury experiences are not meant to be experienced through the eyes of masses. Chanel and Gucci may instead use the AR experience to lift the paid experience at the physical event. Other brands may try to include the idea of touching the masses such as H&M and Forever 21 in order to bring potential customers into the brand initially.