Versace is tapping Snapchat's augmented reality (AR) capabilities for the launch of its new Mercury sneaker collection in a clear push towards younger consumers. The partnership allows Snapchat users to interactively unveil and try on the new sneakers in 3D through an AR try-on Lens. Additionally, users can unlock the Versace Mercury sneakers for their Bitmoji, along with 12 exclusive pieces from Versace.

The Mercury sneakers can be accessed by redeeming 350 tokens, with the entire collection ranging from 100 to 1,100 tokens, available for purchase in the Token Shop on Snapchat.

Described as Versace's boldest sneaker collection to date, the Mercury collection blends futuristic advancements with the timeless sophistication of the House's heritage. Each pair of the Mercury sneakers is crafted from premium calf leather, with 16 meters of crochet rope skillfully woven into every pair by a team of 27 artisans.

“This partnership with such an iconic House demonstrates our ability to combine a historic heritage with innovation, while reaching an important audience of over 800 million Snapchatters globally," Global Head of Luxury at Snap Inc., Geoffrey Perez, said. "Our creative tools and platforms, from Augmented Reality to Bitmoji, opens up previously unimaginable creative possibilities, contributing to making the luxury industry even more personal, accessible, and desirable”.

Snapchat boasts over 800 million monthly active users, reaching 90% of the 13-24-year-old population and 75% of the 13-34-year-old population in over 25 countries.

New Versace styles will be added to the Bitmoji collection later this month.