The high-end apparel brand is implementing AR and VR capabilities in its namesake app, heightening accessibility and engagement with consumers in an age where luxury retail continues to redefine itself

French luxury brand Balmain recently released its own mobile app that features augmented reality and operates as a community event calendar. The platform allows fans of the brand to view a livestream of events, like its annual fashion shows, and take virtual tours of the yet unopened Paris flagship store.

As part of the app's launch, Balmain distributed posters around Paris that passersby could scan using the app, unlocking exclusive content. The platform is slated to also include a VR capability for remote tours of the brand's new Paris location, helping to connect the brand's global audience with its French headquarters.

What is unique about Balmain's use of AR is that it focuses more on capabilities for brand communication and engagement rather than for product testing and purchase, unlike many other fashion and beauty brands. The app is currently available for iOS devices.

Balmain

French luxury brand Balmain recently released its own mobile app that features augmented reality and operates as a community event calendar. The platform allows fans of the brand to view a livestream of events, like its annual fashion shows, and take virtual tours of the yet unopened Paris flagship store.

As part of the app's launch, Balmain distributed posters around Paris that passersby could scan using the app, unlocking exclusive content. The platform is slated to also include a VR capability for remote tours of the brand's new Paris location, helping to connect the brand's global audience with its French headquarters.