• by Colin Kirkland , February 10, 2026

Snapchat has partnered with Gucci to launch the company’s first Sponsored AI Lens for a luxury fashion brand’s ad campaign, inviting users to interact with the history and styles of the brand. 

Powered by Snapchat’s proprietary generative AI technology, the “La Famiglia” Lens is designed to transform users into characters from the fashion brand’s newest collection, which pairs various wardrobes and personas.

For example, Snap users can take on the looks of “L’Incazzata,” a “‘60’s style little red coat,” or “Direttore,” a tailored suit personifying a character known as “the boss.” Other immersive looks include “La VIP,” “Il Figo,” and “Principino,” otherwise known as “The Little Prince.”

Gucci’s campaign -- which allows Snapchatters to see themselves as any of these personas in the app -- attempts to help consumers envision themselves wearing the brand’s newest offerings, while also becoming part of a digital experience, according to a statement from Snap’s global head of luxury Geoffrey Perez. 

Based on Snap’s announcement, the integration of Sponsored AI Lens technology into ad campaigns will likely become a strategy to onboard more luxury fashion brands onto the social media platform, offering more immersive storytelling methods without the need to build a custom AR Lens. 

This isn’t the first time Gucci has utilized Snapchat’s immersive tech to target consumers. In 2020, the fashion brand launched an AR Lens that allowed users to virtually try on the company’s newest pair of sneakers -- a first for Snap. The same year, Gucci promoted a perfume via a virtual Snap AR experience.

Over the past year, Snapchat has begun expanding its in-app shopping focus from small businesses to luxury brands. Through the 2025 holiday season, the company promoted Chopard, BOSS, and Lancôme via an immersive digital village using brand specific AR Lenses.

Luxury brands are currently attempting to reach Gen Z consumers, who are expected to make up over a quarter of global luxury spending within the next four years, according to Boston Consulting Group. 

Despite ongoing market struggles, Snapchat is the leading social platform in reaching Gen Z consumers, with about 90% of 13- to-24-year-olds across the globe – including almost 50 million Gen Z users in the U.S. -- on the app, according to Statista. 

In addition, the majority of these users -- about 80% -- report that AR experiences help them decide what they want to purchase in the app.