Gucci x Snapchat: the first luxury Sponsored AI Lens for the "La Famiglia" collection

Gucci partners with Snapchat to create the first Sponsored AI Lens for a luxury brand's "La Famiglia" collection

Paris, February 9, 2026 – Snapchat today announced an exclusive collaboration with Gucci, launching the first-ever Sponsored AI Lens for luxury. This unique experience allows Snapchatters to embody one of Gucci's iconic characters: La Famiglia. 

Join La Famiglia through Snapchat

Marking the genesis of a new Gucci era, the La Famiglia collection reinterprets the brand's codes through framed portraits of an Gucci family , composed of singular personalities with distinctive aesthetic attitudes: the multiple facets of Gucci characters.  extended

This interactive Lens, powered by generative artificial intelligence, invites Snapchatters to embody iconic figures from La Famiglia with strong identities, including: 

• L'Incazzata, in a red 60s coat expressing her fiery personality 
• The VIP, dressed head to toe in the GG monogram, for a look that doesn't go unnoticed 
• La Bomba, dressed in a bold coat and carrying the new Lunetta bag, for a "bombshell" look 
• Director, in a tailor-made suit designed for "the boss" 
• Il Figo, in a "cool guy" look, guided by sensuality and instinct ● Principino, in a silhouette shaped by the magnetism of the "little prince" 

The principle is simple: Snapchatters take a photo of themselves with the front camera once the Lens is open, then artificial intelligence merges their portrait with visuals from La Famiglia, fully immersing them in the aesthetic universe of Gucci. A unique experience that allows them to appropriate the House's visual identity in a personal and creative way. 

Generative AI on Snapchat: a remarkable first foray into the luxury industry

As the first luxury brand to deploy a Sponsored AI Lens on Snapchat, Gucci is setting a new standard for engagement, where technology and creativity come together, transforming the Snapchat camera into a unique platform for visual expression.

“Generative artificial intelligence opens up a new field of expression for luxury brands,” explains Geoffrey Perez, Global Head of Luxury at Snap Inc. “We are thrilled to be able to deploy this technology with Gucci, one of those visionary brands that has long explored new forms of creation on Snapchat: from augmented reality try-on to generative AI. With La Famiglia, we are taking a new step together: one where everyone is no longer content to simply admire a campaign, but can become an active participant.” 

The La Famiglia Lens is accessible from Gucci's public profile , or from the Snapchat Lenses carousel in France, the United Kingdom, the United Arab Emirates and Saudi Arabia.   

About Snap Inc.

Snap is a technology company. We believe the camera is a great opportunity to improve the way people live and communicate. Snap contributes to human progress by empowering people to express themselves, live in the moment, explore the world, and have fun together. The company's three main products are Snapchat, a visual messaging app that enriches your relationships with friends, family, and the world; Lens Studio, an augmented reality platform that powers augmented reality on Snapchat and other services; and its augmented reality glasses, Spectacles. For more information, visit snap.com.