During the inaugural Riyadh Fashion Week, ARLab collaborated with Snapchat and the Ministry of Culture, along with the Saudi Fashion Commission, to unveil "TASAWAR," an avant-garde augmented reality (AR) exhibition held at the King Abdullah Financial District in Riyadh from October 21 to 24. TASAWAR, which translates to “imagine” in Arabic, invited fashion enthusiasts, industry professionals, and the general public to explore the confluence of fashion and cutting-edge AR technology.

This groundbreaking exhibition showcased collections from five esteemed Saudi designers—Hekayat, Hindamme, ArAm, Abadia, and KAF by KAF—through an array of immersive AR experiences. ARLab's innovative AR solutions transformed the fashion showcases into interactive, digital landscapes. Attendees experienced virtual runways, and digital dress try-ons, and engaged with headpiece selfie lenses crafted specifically for the event, all powered through Snapchat’s sophisticated AR platforms.

The event featured dynamic discussions on the future of fashion in the Kingdom, highlighting the integration of creativity and technology.

Traditional fashion exhibitions typically feature static displays that might not fully capture the dynamic essence of the designs. Attendees can view but not interact with the products, which limits their understanding and appreciation of the finer details.

Conventional fashion shows and exhibitions are confined to the physical space they are in, limiting access to those who can physically attend and diminishing the potential reach to a broader audience.

In a culturally rich region like Saudi Arabia, effectively showcasing the depth and diversity of local design talent in a way that resonates globally can be challenging without the right tools.

By integrating AR, TASAWAR allowed for a digital expansion of the physical event. This technology made the exhibition accessible to a global audience, who could experience the event virtually, expanding the reach and impact of Saudi designers.

AR provided a unique platform to highlight Saudi cultural elements and fashion innovation. The technology allowed for creative presentations that emphasized the unique attributes of each designer's work, offering a narrative that combined tradition with modernity.

ARLab's contribution to TASAWAR not only enhanced the visual spectacle but also deepened the engagement of participants by allowing them to interact with fashion in a uniquely personal and innovative way. The use of AR in this context not only showcased the garments but also demonstrated the potential of augmented reality to transform traditional industries and enrich cultural expressions. Through TASAWAR, ARLab and its partners have set a new standard for the fusion of technology and fashion, promising a vibrant future for digital experiences in the fashion industry.