Gucci is ramping up its efforts in the technology world, having announced today the launch of an in-app augmented reality feature that it describes as the “first” for any fashion brand. Created in partnership with tech startup Wannaby, the feature allows customers to virtually “try on” shoes and then instantly purchase them from the label’s e-commerce site.
Gucci’s signature Ace sneaker marks the debut footwear option that users can browse through and then view on-foot by simply pointing their phone camera at their feet. Additionally, the tool is also meant to encourage social engagement as fans can save their photos “wearing” the shoes and share them as they see fit. The function is currently only compatible with iOS platforms, however.
This initiative isn’t the first time that the Italian house has dabbled in augmented reality this year. During the Salone del Mobile design fair in April, the company launched a similar virtual tool to showcase its Gucci Décor collection.