Proving Snapchat’s relevance in Saudi’s burgeoning fashion industry 

Saudi’s Fashion Commission has affirmed that fashion is becoming a key economic driver of the country’s growth, forecasting an increase in retail demand. In addition, more than 30% of buying decisions in the region are influenced by social channels, and 37% of fashion executives cited social commerce as one of the top three themes that will impact their business.

Using its unique AR capabilities, we wanted to position Snapchat as an enabler of the next generation of Saudi fashion designers, while also giving confidence to the early-adopter fashion brands leading the sector’s digital transformation in line with Saudi’s Vision 2030.

We launched TASAWAR, a first-of-its-kind platform in the region, during the inaugural Riyadh Fashion Week. It engaged local partners, Snap Stars, fashion aficionados, and the general public to experience the worlds of fashion and technology collide in a series of captivating online experiences, in-person activations, and panel discussions.

Huge excitement with over 3,500 AR try-ons by +800 attendees. Garnered +550K website visits, +150 press stories, and +720 social posts from local creators. In addition to igniting online and offline engagement, we became the #1 conversation leader in AR and fashion over the next six months in Saudi Arabia.