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To celebrate the 25th anniversary of the release of her debut single, “Baby One More Time,” Britney Spears partnered with Snapchat to release two augmented reality lenses, a Spotlight Challenge and more.
To start, the Britney Spears Merch lens will allow Snapchat users to virtually try on the Spears letterman-style jacket from the artist’s new real-world merchandise collection while “Baby One More Time” plays in the background.
The Shimmy lens, meanwhile, will cause a person’s shoulders to virtually “shimmy” as a nod to Spears’ dance move from the “Baby One More Time” music video.