Many fashion brands today are experimenting with virtual and augmented reality to enable their customers to virtually try on clothing pieces. The luxury goods brand Dior is no exception. During the 2019 Paris Fashion Week, Dior launched an AR filter on Instagram, allowing the platform’s users to virtually try on DiorSoLight sunglasses and J’Adore Dior headbands.
According to Dior’s representative, “Instagram AR filters are basically designed to go viral. They represent a huge growth opportunity.” And Dior decided to use that opportunity. Soon after the filter was released, it generated over 2.6 million impressions and was used by 450,000 Instagram users, including famous models Karlie Kloss and Natalia Vodianova. Dior’s AR filter might encourage other big brands that are looking for ways to increase their customer engagement to do the same and release similar solutions.