In celebration of its latest sneaker release, the fashion house is embracing Snapchat’s augmented reality technology to enhance the virtual try-on experience. Dior has introduced a special lens called “Dior B27”, allowing users to virtually try on the new sneaker model. The B27 comes in a range of styles, including high and low versions, with various leather options in white, black, and gray. The sneakers are adorned with “CD Icon” eyelets and feature jacquard Dior Oblique monogram inserts, adding an ’80s-inspired touch to the design. This release follows Dior’s successful collaboration with Air Jordan earlier this year and is the brainchild of Kim Jones, the artistic director of the Men’s collections.
Using augmented reality on Snapchat is not new for Dior, as they previously experimented with it during the launch of their collaboration with Rimowa last year. However, this time, Dior is taking it a step further by providing a dedicated lens that allows users to virtually try on all six variations of the B27 sneaker. This immersive experience not only gives customers the ability to see how the shoes will look on their feet but also provides a seamless shopping experience. By integrating a purchasing functionality, users can easily be redirected to Dior’s Brand Profile and official website to make a purchase.
Geoffrey Perez, Head of Luxury at Snapchat, praised Dior for their innovative approach to augmented reality, particularly in engaging and entertaining their customers. Dior recognizes the impact of digitalization on consumer behavior and has rapidly adapted to this new way of shopping. Augmented reality and virtual try-ons are transforming the user experience and are likely to shape the future of social commerce.
This new AR retail initiative by Dior comes at a time when people increasingly search for augmented reality-related content. The COVID-19 pandemic and subsequent lockdowns have led to a surge in online shopping, as brick-and-mortar stores have had to close their doors once again due to government restrictions. By offering an engaging and immersive virtual try-on experience, Dior’s augmented reality initiative could help generate consumer support and bridge the gap between online and offline shopping experiences.
Useful links:
– [Dior’s Brand Profile](https://www.dior.com/)
– [Official Dior Website](https://www.dior.com/)
