PARFAIT

Magazine covers became
size inclusive with
just a lens!


Magazine covers became
size inclusive
with just a lens!

THE BRAND

Parfait is a size-inclusive lingerie brand on a mission to help women find bras that fit well and feel good.

On 23 Feb 2019 Parfait organised the first of its kind, The Parfait Exclusive Plus Size Fashion Show in India at JW Marriott, Mumbai! This event was organised back when size-inclusive fashion shows were a rarity!

THE OPPORTUNITY

When we went to the fashion show’s rehearsals, we were
blown away by the plus-sized models’ panache. We thought:-

How can we get plus-sized women the same
confidence as these plus-sized models?

By putting them on the cover of a fashion magazine.

With plus-size models and communities rarely celebrated in the media, we thought we would give everyone a chance to be on the cover of a fashion magazine.

Our route - Augmented Reality via Snapchat Lens and Instagram Camera Effects.

THE PROCESS

What to build?

The goal was to build an AR Effect that makes users feel that they are on the cover of a fashion magazine. We made sure to create a lens that is sharable and fun while sticking to the theme of body positivity and inclusivity.

How does the
AR effect work?

  • A user hit a link on social media. It opens the camera on the phone.
  • The user clicks a photo with themselves in a setting of a cover of a fashion magazine and posts it.

THE IMPACT

Users loved it, evident in their usage of the AR effect. Parfait was overjoyed when the numbers and ❤️ started pouring in. Have a look:-

Snapchat

Woof!
Woof! Woof! Welcome to A&B. Excited to see you!