Augmented Reality Exhibition Fuses Fashion and Technology in Saudi Arabia

Saudi Arabia’s Ministry of Culture and the Saudi Fashion Commission, in collaboration with Snapchat, recently launched TASAWAR, an augmented reality exhibition that merges design and technology. Held as part of Riyadh Fashion Week, the exhibition featured collections from five Saudi designers and aimed to enhance the national cultural scene while propelling the fashion industry into new horizons through the integration of technology.

TASAWAR, meaning “imagine” in Arabic, offered visitors an immersive experience in the world of fashion by showcasing designer showrooms, virtual runways, dress try-ons, and headpiece selfie lenses. The goal was to enhance real-life experiences through the use of technology, rather than replacing them with virtual reality.

Panel discussions led by content partner Chalhoub Group were also featured at TASAWAR, focusing on topics such as the thriving fashion landscape in Saudi Arabia, the future of fashion in the country, and the fusion of creativity and technology in design.

Snapchat’s involvement in the exhibition is significant, as the platform is deeply ingrained in the daily lives of Saudis, with over 85 percent of users in the Kingdom interacting with its lenses daily. Snapchat aims to give back to the community and support local talent, the creative scene, and the business ecosystem in Saudi Arabia through TASAWAR.

By leveraging Snapchat’s augmented reality technology and its network of local partners and creators, the exhibition aims to empower the next generation of Saudi designers and brands leading the digital transformation in the country.