With 150 million global users each day, brands are increasingly turning to Snapchat to make use of its sponsored Lenses offering. However, at New York Fashion Week (NYFW) yesterday (9 September) Desigual took matters into its own hands and brought the augmented reality overlays to life on the runway.
The Spanish clothing brand painted popular Snapchat-inspired designs, like its 'puppy face' and 'bee' decals on to models faces before they took to the runway in the stunt. Makeup and paper props were also used to recreate the messaging app's flower and butterfly 'crowns' during the show.
Snapchat has been a big focus for brands and publishers alike during the week-long event, with Vogue magazine landing on the app's Discover section for publishers just days before proceedings kicked off.
Facebook Live has also proven popular with trendsetters, among those using it to stream NYFW events in real-time is Tommy Hilfiger. Google, meanwhile, has teamed up with a number of fashion brands included Marc Jacobs and Burberry to ensure buyable content from their new collections is shown above generated search results.