At its exclusive “Crafted for Luxury” event in 2025, Snap made a groundbreaking announcement: the first-ever augmented reality (AR) experiences developed for its AR glasses, Spectacles, by none other than Christian Dior Couture and Louis Vuitton. This marks a world first, positioning these iconic fashion houses as pioneers in exploring immersive technologies for the high-end industry.
Christian Dior Couture launched an incredibly unique AR experience for its new “Lucky Collection,” blending traditional craftsmanship with astrology and augmented reality. Created in partnership with Snap and Playar, this Spectacles-exclusive activation lets users select an astrological card. This card then virtually fragments into pieces before being “sewn” back together by Dior’s iconic bee symbol, bridging tradition and modernity. Finally, the card comes to life, revealing the full symbolism of the chosen astrological sign, offering a truly interactive and sensory journey.
Meanwhile, Louis Vuitton is celebrating the reissue of its beloved fragrance, “Sun Song,” from the Les Parfums de Cologne collection, with its own immersive AR experience. Developed with creative studio Busterwood, the Spectacles experience allows users and their friends to interact with the fragrance’s key ingredients, explore its vibrant visual world, and bring Louis Vuitton’s symbols to life in 3D. It’s a collaborative, multiplayer experience designed to be a beautiful and aesthetic immersion into the world of “Sun Song,” a radiant scent featuring orange blossom, neroli, and other summery notes.
This collaboration signifies a major step forward for the luxury sector. Both Christian Dior Couture and Louis Vuitton are reaffirming their roles as innovators, embracing augmented reality to create new forms of creative exploration and enhanced storytelling. As Geoffrey Perez, Global Head of Luxury at Snap Inc., put it, this partnership perfectly illustrates how Snap and Spectacles can help the luxury industry reach “ever more innovative, bold, and personalised dimensions.” By combining the rich heritage of these Maisons with cutting-edge immersive AR technology, they are opening up entirely new avenues for customer experience, allowing luxury to be experienced in a fresh way and deepening emotional engagement with these prestigious brands for a connected and discerning generation.
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