Snapchat has launched its first-ever augmented reality 'try-on' campaign in Australia with luxury label Gucci.
The Lenses allow users to virtually try on and purchase some of Gucci's shoes via Snapchat.
The two Snap Lenses feature two pairs of shoes each and if Snapchatters like the styles, they can purchase them directly through the app via the 'Shop Now' button.
This is the first time this technology has been used by Snapchat in conjunction with a brand since the camera app first announced the feature at the Snap Partner Summit conference held in June this year.
Snap Inc head of fashion and beauty Selby Drummond said that the campaign demonstrates the importance of AR in fashion commerce.
"Gucci has always been an incredibly innovative partner.
"They approach every Snapchat activation with the same creativity they are known for in their designs and we know that when we come to them with new opportunities they will understand immediately the power of our technology and audience.
"Snapchatters are actively looking for more and more ways to engage with brands on our platform and we're so excited to help partners like Gucci connect with them during this time.
"The entire industry knows that augmented reality try-on is going to be incredibly important to the future of commerce and after many years of investing in the space, we're proud to share it with Snapchatters alongside a brand that they love," she said.
This is not the first time Gucci and Snapchat have teamed up, having last year launched a Portal Lens which transported Snapchatters to a Gucci-themed island.
The brand also sponsored a limited edition pair of Snapchat’s latest Spectacles in a collaboration with director and visual artist Harmony Korine.
According to Snapchat, over 170 million Snapchatters engage with AR daily - nearly 30 times every day.
The app also reports that it has 229 million daily active users, while on average, more than four billion Snaps were created each day in Q1 2020.
The Gucci AR Lenses will also be available to users in the US, UK, France, Italy, UAE, Saudi Arabia and Japan.