Wedding Designer Reem Acra Takes Multi-Cultural Turn For Spring, Partners With Snapchat


Reem Acra was feeling multi-cultural for spring. The wedding designer, who is Lebanese, wanted to create a vast window onto the world with myriad influences from different countries. It seemed like the right thing to do after a year of the Covid-19 pandemic, which forced consumers to stay close to home, and left them yearning for inspiration.

Acra partnered with Snapchat for an augmented reality experience that debuted during the recent New York Bridal Fashion week. To launch her spring 2021 collection, she enabled brides around the world to try on a Reem Acra dress in their own homes by using Snapchat to record their session, then share it with family and friends. Brides can book an actual session with the Reem Acra studio directly from the app to make their AR dress experience a reality. “During the COVID-19 pandemic, we all had time to think,” Acra said in an interview. “We had to think about everything, including how more...