Next-level fashion: 6 luxury brands that are embracing AR

Credit: Chanel

While the COVID-19 pandemic may be stopping us from shopping in person, it doesn’t mean that spending has to stop. Many luxury brands are adapting to the increase in online shopping by offering augmented reality (AR) experiences through their mobile apps, as well as on Snapchat and Google. Here are some of the most innovative ways luxury brands are using AR technology.


Credit: Gucci

Gucci’s first official “shoppable AR” line comes in the form of two exclusive Snapchat Lenses. Users are able to virtually try on up to four pairs from Gucci’s latest collection. This method of online shopping certainly proves its practicality by allowing customers to purchase a real pair directly from the site using the “Shop Now” button.

Interested in Gucci’s AR try-on? Scan these Snapcodes with your Snapchat app!


Image: Burberry

In February, Burberry partnered with Google to create an AR shopping experience through the Google iOS app. The partnership has resulted in AR versions of two iconic Burberry products: the Burberry Black TB bag and the Arthur Check sneaker. When the item’s name is entered in Google Search, the Google app responds by giving users 3D results of the product, overlaid on a real background. Unfortunately, this feature is only available to those lucky Google users in the US or the UK, but international AR experiences are sure to come!

Download the Google iOS app on the App Store

Yoox Net-a-Porter

The Yoox Net-a-Porter group pioneered AI-based fashion try-ons with the 2018 feature YooxMirror on its Yoox iOS app. Using the styling suite, customers can mix and match 250 products per week. The original app used a variety of AI models including Avatar Daisy, the YooxMirror guide. Last November, Yoox relaunched the app, this time incorporating AR technology that allows users to take a selfie or upload a photo to create their own avatar in the app.

Download the Yoox iOS app on the App Store


Dior’s newest addition to its Instagram filter series was released last December to promote the holiday make-up line. The brand’s previous filters allowed users to virtually try on clothing such as hats or headbands. But this time around, the AR overlay was a firework selfie effect, inspired by the new eyeshadow palette. Much like other Instagram makeup face filters, make-up artists around the world have recreated this look in real life.

Try the Dior AR Holiday Makeup Filter on

Michael Kors

Image: Facebook

In 2018, Michael Kors became the first brand to launch an AR advertisement on the Facebook platform. The promotion featured five tones of the brand’s aviator sunglasses and was released on June 27 (National Sunglasses Day). Prospective buyers could even share a quick snap of their try-on via their Facebook Story. After their try-on, users could purchase a real pair through the Facebook app. Sadly, international users again got the short end of the stick, as the filter was only available in the US.


Credit: Chanel

The launch of Chanel’s mobile app in 2011 kicked off the brand’s journey with AR technology. iPhone or iPad users could use the iOS app to try on the newest edition of the J12 watch without being in the store. 

Six years later, what started as a faraway dream became a reality when Chanel signed an agreement with online brand Farfetch. Together, they’re creating the store of the future by embedding an AR smart mirror in store dressing rooms. As of January, Chanel had four of these enhanced dressing rooms in the Paris flagship store. The functionality of the high-tech mirror detects clothing items as they’re brought into the room and responds by displaying the runway look.

See also: Opinion: Why digital fashion weeks are better than IRL

In this Story: #tech / #culture / #fashion