Snapchat, in collaboration with the Ministry of Culture and the Saudi Fashion Commission, is holding an avant-garde augmented reality (AR) exhibition, Tasawar, that aims to push the boundaries of fashion and creativity through technology.

As part of the Riyadh Fashion Week, Tasawar is currently underway (October 21 to 24) at the King Abdullah Financial District in Riyadh.

Its local partners, Snap Stars, fashion aficionados, as well as the public have been invited to experience as the worlds of fashion and technology. The event will showcase collections from five renowned Saudi designers including Hekayat, Hindamme, ArAm, Abadia, and KAF by KAF.

Tasawar, which means "imagine" in Arabic, promises imagination of every visitor on a journey that enriches the senses. This is a world where the beauty of fashion design meets the power of AR technology in a series of captivating experiences and activations, said a statement.

The exhibition will deliver an immersive guest-journey featuring designer showrooms, virtual runways, dress try-ons, headpiece selfie lenses, and more. These experiences will come to life through Snapchat's camera and innovative AR technology, aiming to enhance the real world, not replace it with virtual reality.

Striving to educate and inspire designers from Saudi and across the region, the event will host expert keynote and panel discussions led by Tasawar’s content partner, Chalhoub Group, a leader in luxury retail and innovative solutions, covering topics such as “A Thriving Fashion Landscape in KSA”, “The Future of Fashion in KSA” and “Fusing Creativity and Technology: The Future of Design”.

‘Snapchatters’ will also be able to celebrate the inaugural edition of Riyadh Fashion Week with an immersive 3D Bitmoji lens that embodies the very essence of the fashion runway.

Fashion aficionados will be able to stride confidently onto the Riyadh Fashion Week runway in the most personalised experience by leveraging their very own Bitomji, allowing them to be the main star of the show.

Noha Kattan, Deputy Minister of National Partnerships and Development at the Ministry of Culture said: “The Ministry of Culture is dedicated to enhancing collaboration between the public and private sectors in addition to driving cultural exchange.

“The TASAWARexhibition, which is considered a key outcome of our strong partnership with Snap Inc, marks a significant stride forward in enhancing the national cultural scene and propelling the fashion industry into new horizons by integrating it with the world of technology.

“The Ministry of Culture will move ahead with its efforts to provide a nurturing environment for Saudi talents, support them in building their distinctive businesses and brands as well as equip them with innovations that will allow them to reach global audiences while also highlighting the depth of our culture and its unique attributes.”

Abdulla Alhammadi, Regional Business Lead at Snap Inc, said: “Snapchat, deeply ingrained in the daily lives of Saudis, boasts over 22 million monthly users who use the platform to easily and authentically connect with those who matter most to them. This responsibility drives us to give back to the community and actively support the flourishing local talent, the dynamic creative scene, as well as the booming business ecosystem.

“This is precisely what we are achieving through Tasawar, we're empowering the next generation of Saudi designers and brands that are leading the way in the digital transformation at play in Saudi Arabia by leveraging our AR technology and our ecosystem of local partners and creators.”

With over 85% of users in KSA interacting with lenses every day, Snapchat's mission is to unlock previously unimaginable creative possibilities through AR, and help make the fashion industry even more personal, accessible and convenient.

Tasawar comes as part of a partnership between Snapchat and the Ministry of Culture to promote the inaugural edition of Riyadh Fashion Week globally. With its innovative approach, it promises to be a must-visit exhibition that showcases the limitless possibilities of AR in the industry, changing the way people experience fashion and beauty, said a statement. TradeArabia News Service