Snapchat users can now try on Nike, Dior, and Prada clothing using augmented reality fitting rooms

US-based visual messaging giant Snap Inc.unveiled new shopping and fashion features utilising augmented reality (AR) on Wednesday, with users now able to try on and purchase products through the app.

Users can now buy clothing and makeup from global brands such as L’Oréal, Puma, Adidas, Nike, Farfetch, Asos, Prada, and MAC Cosmetics after virtually trying them on through Snapchat. They will need snapcodes to access a lens that “completely transformed their look with one touch,” according to Snap Inc, or they can explore different styles in the mobile app via the ‘Fashion’ subhead on the ‘Explore’ option. According to the company, Snap’s new tool will help personalise the fashion and beauty industries.