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From augmented reality and virtual try-ons to artificial intelligence, fashion brands are exploring Snapchat as a platform to create immersive experiences, strengthen consumer engagement and connect with younger audiences.
Digital marketing
06 November, 2026
Table of contents
For years, Snapchat has established a distinctive position within the social media landscape through its focus on visual communication, ephemeral content and spontaneous interactions. Its global reach continues to expand: according to Snap Inc.'s second-quarter 2026 financial results, the platform reached 971 million monthly active users (MAU) and an average of 493 million daily active users (DAU) worldwide. In terms of geographical distribution, 92 million daily active users were located in North America, followed by 98 million in Europe and 303 million in the Rest of the World region.
Beyond its original messaging function, Snapchat has continued to develop its visual and advertising ecosystem, placing particular emphasis on augmented reality (AR) and artificial intelligence (AI). The platform reported that more than 350 million Snapchatters engaged with AR every day on average during the fourth quarter of 2025, while its community used AR Lenses approximately 8 billion times per day. These figures highlight the scale of interaction with the platform's immersive features and their potential as tools for brand communication.
Snapchat also enables fashion brands to extend their presence through Bitmoji, allowing users to dress their avatars in branded clothing, footwear and accessories. Several fashion houses and sportswear brands have explored this opportunity through dedicated digital collections. For example, Lacoste launched a Bitmoji fashion store in collaboration with DRESSX in 2024, while Prada and Miu Miu introduced digital wardrobes featuring apparel, shoes and handbags. Other examples include Versace, which created a collection featuring its Mercury sneakers and 12 additional pieces, and Diesel, which brought six complete looks from its Spring/Summer 2026 collection to Bitmoji in 2025. Sportswear brands such as Nike, Adidas and Jordan have also developed branded digital apparel for the platform. These collaborations allow consumers to incorporate fashion products into their digital identities, giving brands an additional touchpoint for self-expression, product discovery and consumer engagement.
In June 2026, Snapchat introduced a new range of AI-powered advertising capabilities designed to support brands throughout the campaign process. These include AI Sponsored Snaps, which allow users to interact with brand chatbots to ask questions and receive product recommendations; Dynamic Product Ads, which use behavioral signals and shopping interests to display relevant products; and AI-powered creative tools that can transform a single product image into different advertising formats, including short-form videos. The platform has also expanded its Sponsored AI Lenses, enabling brands to develop generative AI experiences that encourage users to interact with and personalize campaign content.
Through these initiatives, Snapchat is helping fashion brands expand their digital worlds and narratives by incorporating interactive experiences that invite consumers to participate in campaigns rather than simply observe them or purchase the products.
One example of this approach is HUGO BLUE, Hugo Boss's denim and streetwear line. In 2024, the brand introduced an augmented reality lens on Snapchat, allowing users to incorporate visual elements from the brand into their appearance and surroundings, bringing them closer to its Y2K-inspired aesthetic.
Later, in September 2025, BOSS Fragrances launched Beyond Boundaries, an interactive campaign supporting the release of BOSS Bottled Beyond. The activation featured a Snapchat AR lens incorporating gamification elements, through which users could virtually cut different ingredients and add them to a mixer to discover the fragrance's composition. The activation generated 36.6 million lens plays, demonstrating how the brand continues to explore new ways of combining entertainment, technology and product discovery.
Gucci, meanwhile, took this strategy a step further by incorporating generative artificial intelligence into its campaign for La Famiglia. Through the experience, Snapchat users could transform themselves into six characters created by Gucci and explore their different collection-inspired looks. According to Snapchat for Business, the campaign reached 7.7 million users, generated 178 million impressions and recorded 395,000 shares.
Both cases illustrate how technology is transforming digital campaigns into participatory experiences, allowing consumers to interact with brand identities and share this content with their own communities.
Beyond storytelling, augmented reality offers brands new tools to present their products to consumers in more engaging ways. Through virtual try-ons, interactive filters and gamified experiences, Snapchat allows users to explore fashion products and interact with brand campaigns directly within the platform.
A recent example is Dior's Book Tote Mini Games, launched on Snapchat in 2026 to promote its Book Tote collection. Inspired by literary works, including American Psycho, the activation transforms the bag into the center of an interactive gaming experience. Beyond this initiative, Dior has developed a broader range of branded Snapchat Lenses inspired by its products and visual identity. These include DiorOblique, Dior Line, Dior D-Journey, Dior Book Tote, Sparkling Clover and Dior Ribbon, among others. Through these experiences, the brand brings its signature designs and accessories into Snapchat's augmented reality environment, offering users additional ways to interact with Dior beyond traditional advertising.
Versace was another brand that collaborated with Snapchat in 2024 to introduce its Mercury sneakers through an interactive AR Lens, allowing users to explore the footwear in 3D. The initiative also featured digital clothing and accessories for Bitmoji avatars, connecting the physical collection with personal expression in virtual environments.
AMI Paris also incorporated this technology to promote its Paris Paris bag, inviting users to try it on virtually. According to Snapchat for Business, the campaign generated 14 million virtual try-ons and increased advertising awareness by 14 percentage points.
A similar strategy was developed by The Kooples to promote its Emily bags. The global campaign allowed users to virtually try on different styles through an AR Lens, which was also distributed through newsletters, social media and physical stores. The activation generated 1.4 million organic interaction sessions and increased ad recall by 14 percentage points among exposed users.
These examples demonstrate how augmented reality can extend beyond product visualization, combining virtual shopping, interactive storytelling and gamification. By turning products into experiences that consumers can explore and participate in, fashion brands can create additional opportunities for product discovery, brand engagement and consumer interest.
Although virtual try-on experiences are among the most prominent applications of augmented reality in the fashion industry, their potential extends to the creation of immersive sensory environments. For brands, Snapchat's tools offer new ways to communicate beyond product features, conveying the emotions, values and references that define their identities.
In 2024, Dior collaborated with PLAYAR to explore this approach through an augmented reality experience for its Sauvage fragrance. Together, they developed a lens that transported users into a 360-degree natural environment inspired by the fragrance's visual and sensory universe.
The experience allowed users to pass through a digital portal and discover a three-dimensional landscape evoking the freshness, strength and connection with nature associated with the product. Rather than focusing on a virtual fragrance trial, the activation brought the atmosphere of Dior's advertising campaign into the digital environment, offering an alternative way to experience the brand's identity.
This demonstrates that Snapchat's tools extend beyond encouraging immediate purchases. They represent a valuable resource for strengthening brand positioning, expanding creative possibilities and building memorable experiences in consumers' minds.
As augmented reality and artificial intelligence continue to reshape digital communication, Snapchat is exploring opportunities to extend its ecosystem beyond the mobile screen and into physical retail environments. An example of this direction was the launch of the Snapchat SupermARket in October 2025, in collaboration with French retailer Citadium. Presented as Snapchat's first pop-up experience in France, the activation brought together fashion, gaming and technology, allowing visitors to virtually try on clothing and sneakers, interact with an AI-powered photo booth and explore the platform's creative features in a physical setting.
This initiative reflects a broader shift in how social media platforms can participate in the consumer journey. Rather than functioning exclusively as digital advertising channels, they can become spaces where product discovery, entertainment and physical shopping intersect. For fashion brands, this creates opportunities to connect online engagement with real-world experiences, making technology part of the relationship between consumers and the brand.
As these formats continue to evolve, Snapchat's role in fashion marketing may increasingly extend beyond campaign visibility towards more integrated brand experiences. The challenge for fashion companies will be to adopt these technologies in ways that remain consistent with their identities while creating meaningful connections with consumers across both digital and physical environments.
Cover Image: Ofspace’s website
Interested in how technology is reshaping fashion experiences? Explore more of Fashionbi's insights on augmented reality and artificial intelligence:
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