Gucci offers an augmented reality sneaker try-on feature in its mobile app, allowing customers to point their smartphone camera at their feet to see how Gucci sneaker styles look on them in real time.

Gucci integrated AR try-on technology developed by Wanna (formerly Wannaby), a fashion-tech company specializing in augmented reality for footwear, into the Gucci iOS app starting in 2019. The feature uses computer vision to track foot movements and overlays a digital rendering of selected sneaker styles onto the live camera feed. Customers can view the virtual shoes from multiple angles, take shareable photos, and proceed directly to purchase from the e-commerce site. Gucci later extended similar AR try-on capabilities to Snapchat, available in the UK, US, France, Italy, UAE, Saudi Arabia, Japan, and Australia.