The luxury brand Dior presented its new B27 sneaker on Friday via an exclusive augmented reality experience on Snapchat, with which users could try on and buy the product virtually.
Snapchatters who access the lens can "try on" six different pairs of Dior sneakers through AR to see what they look like, and they can also purchase the items through the brand's Snapchat profile or website.
Dior / Snap Inc. Dior / Snap Inc.
Dior is one of its leading luxury AR partners, according to Snap Inc., and the two companies partnered on a similar initiative last year to support the Dior capsule collection developed with luxury luggage brand Rimowa.
Geoffrey Perez, head of Luxus, said in a statement: “Dior is an incredibly innovative partner. It is one of the first Maisons to see the value of AR in entertaining its customers. The acceleration of digitization has changed the way people consume and interact with products, and Dior has fully and quickly adapted to the new normal. AR and try-on are shaping the user experience and the future of social commerce. "