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Nov 27, 2024

Why fashion is getting a Snapchat makeover

On Snapchat, £50 dresses your avatar in Prada. Could this trend bridge luxury and Gen Z as prices have risen 20% in two years?

 

Imagine owning Prada’s iconic Small Galleria bag or Miu Miu’s trendy Wander bag, all while dressed in a branded total look for just $50. Sounds impossible? Not if you’re on Snapchat. Thanks to a cutting-edge collaboration between the tech company and luxury giants Prada and Miu Miu, high fashion is breaking into the digital world, giving users the opportunity to outfit their Bitmoji avatars in designer styles.

Snapchat partners with Prada to bring high fashion to the digital world with designer looks for Bitmoji avatars. Collage courtesy of IM alumna and graphic designer Constanza Coscia

Snapchat partners with Prada to bring high fashion to the digital world with designer looks for Bitmoji avatars. Collage courtesy of IM alumna and graphic designer Constanza Coscia

Welcome to a new era of fashion tech, where augmented reality (AR) bridges the divide between luxury brands and Gen Z, as physical luxury prices have surged 20% in just two years. This initiative allows Snapchat users—443 million daily active users worldwide—to give their avatars a style upgrade with curated outfits and accessories from Prada and Miu Miu. It’s not just about playing dress-up; it’s about expanding brand awareness and creating aspirational connections with younger audiences.

 

The Prada-Snapchat Partnership: A Collaboration Years in the Making

The partnership between Snapchat and the Prada Group isn’t new. It dates back to 2017, when Snapchat’s Stories feature was the height of social innovation. By 2021, the duo introduced the first AR ‘Bag Try-On Lens’ for the Prada Galleria bag. Now, they have stepped up their game.

“Our collaboration with Prada has always been about pushing boundaries—both creatively and technologically,” explained Geoffrey Perez, Global Head of Luxury at Snapchat, to Il Sole 24 Ore. But this isn’t just a gimmick.

Snapchat also teams up with Miu Miu to bring high fashion to Bitmoji avatars. Collage by Constanza Coscia

Snapchat also teams up with Miu Miu to bring high fashion to Bitmoji avatars. Collage by Constanza Coscia

Snapchat’s audience skews young, with 85% of U.S. Gen Z users (aged 13-24) sporting Bitmoji avatars.

For luxury brands, this presents a golden opportunity. While these users may not be able to afford the real, physical deal right now, dressing their avatars in designer items is a significant step toward building brand loyalty.

“Luxury is about dreams,” Perez said. “And digital tools like this should create unique, unforgettable experiences.”

 

Why Is Snapchat Crucial for Fashion Today?

Why Snapchat? Why now? The timing couldn’t be better. As anticipated, the price of luxury goods has soared by 20% in just two years.

For many, owning a Prada or Miu Miu piece has become even more unattainable.

Snapchat provides a playful yet impactful way for brands to stay relevant, especially in emerging markets like India, where Snapchat boasts 200 million monthly active users—outpacing even the U.S. India’s user base is young and growing, making it fertile ground for digital-first strategies.

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While the app is primarily used for messaging today, Snapchat expects tools like AR Lenses and Bitmoji customisation to take off in the future, creating a whole new playground for luxury branding.

 

Is Digital the Future of the Fashion Industry?

As more luxury brands turn to tech to innovate, the challenge lies in creating truly distinct digital experiences.

“Too often, luxury brands follow the same tech strategies,” Perez added. “But the true essence of luxury is dreaming. AR and digital tools should reflect that.”

Prada and Miu Miu’s Bitmoji collaboration is a glimpse into how luxury can reimagine itself—not as an exclusive club but as an aspirational, interactive experience for the next generation.

So, whether you’re snapping selfies with a virtual Galleria bag or flexing your Bitmoji’s Miu Miu coat on the Snap Map, one thing is clear: in this new fashion frontier, everyone can play—designer bags included.

 

 

Angelo Ruggeri
Journalist, Master’s Programme Tutor & Fashion Styling Course Leader, Milan