With a recently launched feature in its iOS app, Gucci is diving into a world where technology and fashion merge together—thanks to augmented reality, the new feature lets users “try on” any shoe of their choice from an extensive collection of sneakers. Users point their camera phones towards their feet and the sneakers appear on the screen, as if being worn. The built-in feature allows users to then snap and share the pics via text, email, and social media platforms.

All of this is made possible thanks to Wannaby—a Belarus-based technology start-up that aims to use augmented reality to create a better e-commerce experience. Wannaby itself released an app of its own called Wanna Kick, which, like the Gucci app, lets users try on the size, fit, and design of a pair of shoes. The company has also branched out to other departments, including jewelry and make-up.


As for Gucci, this is not the first time it has incorporated augmented reality into its product range. Just last year, it used augmented reality to allow customers to explore its home collection. Candles, vases, dinnerware, and other home furniture items can be integrated into living spaces so that customers can see what they will look like when installed in a room.