Snap Inc. wants to put augmented reality where you can’t ignore it: on your face. Its new SPECS Visionaries campaign enlists Kaia Gerber, Hoyeon, and Imogen Heap to introduce AR glasses that are a glimpse of where screens go after the phone.
The pitch starts with a problem we all recognize. We spend the day looking down: phones, laptops, tablets keep us tethered while quietly pulling us out of the room. Snap’s counter is spatial computing: AI tools, directions, messages, workspaces, and entertainment surfacing inside your line of sight instead of in your palm.
Snap Inc. Specs’ Visionaries Campaign
The imagery captured by Steven Meisel sits right on the seam between human presence and machine vision. Shot in stark black and white, it feels sleek and a little uncanny, a beauty story beamed in from a near future that already showed up.
Kaia wears the glasses with loose hair and leather, glamour left deliberately undone. Hoyeon goes architectural with slicked hair, a strong collar, lenses glowing faint blue-green.
Imogen Heap brings the dramatic note: platinum hair swept up, rings stacked, and a dark textured coat.
All of it rests on years of Snap betting on AR. SPECS are standalone glasses built for hand tracking, AI support, virtual screens, navigation, shared experiences, and everyday wear.
Kaia Gerber’s chemistry with the camera doesn’t stop at SPECS. See her front RE/DONE’s denim campaign next.
