Lenses on Snapchat have traditionally functioned like digital stickers. If an artist used a lens to promote an album, it usually meant some kind of customised accessory template — like signature glasses or a neon halo. With the Imagine Lens introduced in late 2025, Snapchat and Gucci are now running a campaign with a "Realistic StyleGen" model, where users can transform their look into one of six Gucci outfit styles.