New York City based bridal and fashion designer Reem Acra has partnered with Snapchat for an unprecedented augmented reality (AR) experience that debuted during New York Bridal Fashion week. To launch the new bridal collection, Reem Acra turned to Snapchat and its AR technology to help brides all over the world try a Reem Acra dress from the comfort of their own home while staying connected to their closest friends and family. Brides can use Snapchat to record their session, share it with friends and family and book an actual session with Reem Acra studio directly from the app to make their AR dress experience a reality.
The Reem Acra 2021 couture bridal collection is a celebration of international unity. For the collection’s image campaign Reem Acra turned to iconic photographer Ruven Afanador who she first collaborated with on Reem Acra campaigns more than 20 years ago. As creative director, art director and stylist of the campaign, Reem chose to represent a range of cultures. The first seven in a two part series include India, Ukraine, Mexico, Native America, Austria, Nepal and Lebanon where Reem was born. The collection name, Love and Dreem, is an ode to the designer and brand’s creative roots. The collection images also magically captured by Fadi Acra, Reem’s brother, who shot behind the scenes moments, conveys a world of magic and mysticism as imagined by Reem.
The collection debuted digitally on Saturday April 10, 2021 on the Reem Acra Instagram page to over 1 million followers. The first AR dress also appeared on Snapchat for brides all over the world to experience. To commemorate this moment Reem Acra took over the Nasdaq billboard in Times Square New York City with the campaign images captured by Ruven Afanador on display.
“Reem Acra is an iconic bridal designer and we’re thrilled to partner with her brand to launch this first-of-a-kind AR try-on experience. We look forward to our community enjoying these amazing Reem dresses in augmented reality; they’re perfect for any bride-to-be who has had to reimagine the wedding planning process over the last year.” – Corey Rados, Creative Strategy Retail Lead, Snap Inc.
“This last year has been challenging for so many. I took the time to deeply reflect on where we are today as a brand and how I can creatively meet our consumer needs. I felt a deep desire to return to our roots and create something that I felt was truly beautiful and special. I love the idea of connecting to the past and considering the traditions of various cultures. Now it’s time for connecting with family and creating moments of hope and joy. Every person can create their own tradition, visualize their DREEM and make it come true. While respecting the past and traditions, I also wanted to do something truly innovative which is why I turned to Snapchat to propose this AR idea for Reem Acra. This experience is a new way of working for us. I love the future possibilities.” – Creative Director, Reem Acra
In the campaign images, all the head pieces are designed, created and executed by Creative Director, Reem Acra. The gold embroidery used throughout is recycled. The necklaces are part of Reem Acra’s personal collection which she started as a young teen. Under one veil there is an ornate birdcage. “In many cultures during the wedding ceremony a birdcage would be open and two love birds would be set free together.” – Reem Acra. A golden halo was also created for the campaign shoot. Traditionally in some cultures it served as a sense of protection. Reem felt it was appropriate to reimagine this at this very sensitive moment in time. Traditionally it is meant to reflect the sun and bring light into a couple’s new world. Throughout the collection rich textiles, embroidered laces and hand made embroideries were used in different silhouettes from slim to ball gowns. Hundreds of hours of hand work and thousands of spools of silk thread in different shades of white, as well as pearls, crystals and 3Dembroidered flowers were applied with love to create the collection. In addition to the special couture gowns there is a range of dresses in the full collection for brides to choose from.
ABOUT REEM ACRA
Reem Acra is a renowned international designer known for her breathtaking collections in Ready-to-Wear and Bridal. She combines tradition with a modern aesthetic and leads the way by continuously redefining the boundaries of fashion. Born in Beirut, Lebanon, she relocated to New York City and launched her eponymous fashion business in 1997 with a bridal collection that quickly became recognized for its elegance and impeccable designs. This success led to the introduction of the Reem Acra ready-to-wear collection six years later. Since then Reem Acra’s ready-to-wear and bridal collections have been carried by the world’s most exclusive retailers globally and the choice of celebrities and beautiful brides around the world.
For more information please visit www.reemacra.com
PHOTOS: Ruven Afanador
PHOTOS: Fadi Acra