The designer recently launched an AR filter on its Instagram Stories account that allows followers to virtually try on sunglasses and headbands, increasing brand accessibility for key digital-first demographics

French luxury brand Dior is venturing further into AR marketing experiences, this time with a filter on its Instagram Stories that launched during Paris Fashion Week. The filter features its DiorSoLight sunglasses and J’Adore Dior headbands, which fans can virtually try on through the social app.

Immersive experiences harnessed through technology like AR have proven to be a successful tool driving engagement in a wide variety of industries, but some luxury brands are only beginning to integrate the digital capabilities. Dior has realized their potential, however, launching a face filter on Facebook to promote sunglasses from last season’s collection, and the brand’s latest filter has garnered over 2.2 million impressions and 450,000 try ons, including by celebrity models Karlie Kloss and Natalia Vodianova.

The biggest pay-off comes in the form of new followers and page views, since to try on the filter, fans have to be following Dior’s Instagram account. “Instagram AR filters are basically designed to go viral. They represent a huge growth opportunity,” a representative from Dior told WWD. As luxury brands continue to evolve and increase their accessibility to compete with digitally savvy DTC and niche brands, Dior hopes to better reach the influential millennial and Gen-Z demographics with activations like this.

Dior

French luxury brand Dior is venturing further into AR marketing experiences, this time with a filter on its Instagram Stories that launched during Paris Fashion Week. The filter features its DiorSoLight sunglasses and J’Adore Dior headbands, which fans can virtually try on through the social app.

Immersive experiences harnessed through technology like AR have proven to be a successful tool driving engagement in a wide variety of industries, but some luxury brands are only beginning to integrate the digital capabilities. Dior has realized their potential, however, launching a face filter on Facebook to promote sunglasses from last season’s collection, and the brand’s latest filter has garnered over 2.2 million impressions and 450,000 try ons, including by celebrity models Karlie Kloss and Natalia Vodianova.