American Vogue has partnered with Apple to create an augmented reality-powered iPhone feature, available exclusively on the newly launched iPhone X on December 1.
“The Vogue Effect” iMessage extension uses the front-facing camera’s Face ID to create a multi-dimensional filter like those on Snapchat and Instagram. iPhone X users need to download Vogue’s app in order to access the filters, but it can be applied directly via iMessage once installed.
Arlie Sisson, vice president of emerging products at Condé Nast said: “This is experimentation, leveraging technology and pushing our creativity in new ways.It’s unexpected, but it makes sense because [leading] is what we do best.”
Vogue used Apple’s ARKit technology — which allows product designers to create augmented reality experiences — to layer trends from the Spring/Summer 2018 season, such as a “21st-century spin on disco glamour”, over the user’s surroundings, creating an immersive image that can be downloaded or sent as a message. Further trend roll-outs and collaborations with industry talents are in the pipeline.
In interview he gave last month to the British Vogue, Tim Cook said that he is betting big on augmented reality (AR), which he believes will transform everything from runway shows to shopping. “I don’t think there is any sector or industry that will be untouched by AR,” he said.
“If you think about a runway show in the fashion world, that’s a great application of AR because some of these, you want to see the dress all the way around, you do not want to just see the front. That kind of experience is all the more important now that runway shows are catering to a wider consumer audience watching online, and not just those seated in the front rows”, he added.