Dior takes a dive into augmented reality with the launch of a new Instagram filter.
The experience, available through the Stories function, allows users to try virtual versions of DiorSoLight sunglasses together with the double “Christian Dior J’Adior” bands on the label. The effect has abstract motifs from the spring collection inspired by the dance of the maison.
Models Karlie Kloss and Natalia Vodianova (in the photo) both shared their eyewear experiments on their personal accounts.
Interactive and customizable, the filter marks a step towards a more user-centered dialogue on social media. “Augmented reality is a key topic for the luxury sector that is revolutionizing the communication strategy of leading fashion houses,” said Morin Oluwole, global head of luxury in Instagram.
In a few days the filter has collected over 2.6 million impressions, a total of 2,216,802 Instagram users saw the filter, in the Instagram Stories of Dior or through other users.
This is the second time the brand has relied on this type of technology. In fact, last September, Dior launched a Facebook filter for DiorColorQuake sunglasses.