The pandemic has forced retailers to embrace technology and new ways of working that they’ve never done before. After a fully digital Valmont Barcelona Bridal Fashion 2020 to hybrid Golden Globes in 2021, the bridal fashion industry is constantly looking for ways to innovate. And here’s another awesome innovation by renowned bridal designer – Reem Acra.
The Augmented Reality Experience
New York City-based bridal and fashion designer Reem Acra has partnered with Snapchat for an unprecedented augmented reality (AR) experience for New York Bridal Fashion Week. To launch the internationally themed bridal collection, Reem Acra turned to Snapchat and its AR technology to help brides all over the world try a Reem Acra dress from the comfort of their own home while staying connected to their closest friends and family.
How Does It Work?
Brides, we know that there’s a certain amount of fear in visiting the store and trying on the dress there. What if we say that now you can have the trial at the comfort of your home safely! Brides can use Snapchat to record their session, share it with friends and family, and book an actual session with Reem Acra studio directly from the app to make their AR dress experience a reality.
Love And Dreem
The Reem Acra 2021 couture bridal collection is a celebration of international unity. For the collection’s image campaign Reem Acra turned to iconic photographer Ruven Afanador who she first collaborated with on Reem Acra campaigns more than 20 years ago. As creative director, art director, and stylist of the campaign, Reem chose to represent a range of cultures. The first seven in a two-part series include India, Ukraine, Mexico, Native America, Austria, Nepal and Lebanon. The collection name, “Love and Dreem,” is an ode to the designer and brand’s creative roots.
Ukraine Dress
In the campaign images, all the headpieces are designed, created, and executed by Creative Director, Reem Acra. The gold embroidery used throughout is recycled. The necklaces are part of Reem Acra’s personal collection which she started as a young teen. Under one veil there is an ornate birdcage.
India & Mexico
Throughout the collection rich textiles, embroidered laces, and hand-made embroideries were used in different silhouettes from slim to ball gowns.
Native American & Austria
Hundreds of hours of handwork and thousands of spools of silk thread in different shades of white, as well as pearls, crystals and 3Dembroidered flowers, were applied with love to create the collection.
Lebanon & Nepal
Reem Acra is an iconic bridal designer known in the wedding world for her ready-to-wear collections. She shares “This last year has been challenging for so many. I took the time to deeply reflect on where we are today as a brand and how I can creatively meet our consumer needs. I felt a deep desire to return to our roots and create something that I felt was truly beautiful and special. I love the idea of connecting to the past and considering the traditions of various cultures. Now it’s time for connecting with family and creating moments of hope and joy. Every person can create their own tradition, visualize their DREEM and make it come true. While respecting the past and traditions, I also wanted to do something truly innovative which is why I turned to Snapchat to propose this AR idea for Reem Acra. This experience is a new way of working for us. I love the future possibilities.”
All Images Credit: @reemacra, Photographer: @ruvenafanador
