Dior and Louis Vuitton debut AR luxury on Snap Spectacles
At the 2025 edition of “Crafted for Luxury,” Snap’s annual event focused on the high-end sector, two of the world’s most recognised luxury fashion houses, Christian Dior Couture and Louis Vuitton, presented their first augmented reality (AR) experiences created specifically for Snap’s Spectacles. These AR glasses, developed by Snap, provide an immersive digital layer to real-world environments and are now being used by these Maisons to explore new creative territories in the luxury industry.
Christian Dior Couture collaborated with Snap and the creative studio Playar to produce an interactive AR experience celebrating the launch of its Lucky Collection. The activation merges elements of traditional craftsmanship with astrology and modern technology. Exclusively accessible through Spectacles, the experience invites users to choose an astrological card, which then shatters into four digital fragments. The fragments are guided and reassembled by Dior’s iconic bee, a symbol of energy and resilience. Once reassembled, the card animates to reveal the deeper meaning associated with the chosen zodiac sign. This visual and interactive journey bridges heritage with modern technology, offering a multi-sensory experience rooted in both symbolism and artisanal values.
Simultaneously, Louis Vuitton introduced an augmented reality experience to highlight the return of its fragrance Sun Song, a key part of the Les Parfums de Cologne collection. Designed by Master Perfumer Jacques Cavallier Belletrud, the fragrance combines lemon, orange blossom, petitgrain, neroli, and musks to evoke a radiant, summery scent. To complement this, Snap and creative studio Busterwood created an immersive AR experience for Spectacles that allows multiple users to interact in real-time with the fragrance’s key ingredients.
Through the AR lens, users can explore vibrant visual interpretations of the perfume’s components and witness iconic Louis Vuitton symbols brought to life in three dimensions. The experience is built to be shared, enabling a group of users to navigate the aesthetic and olfactory world of Sun Song together. It offers a digital extension of the brand’s identity while inviting users into a multi-layered, artistic environment.
Both projects represent a turning point for the luxury industry’s engagement with immersive technology. Dior and Louis Vuitton are the first high-fashion brands to create exclusive content for Snap’s Spectacles, positioning themselves at the forefront of digital innovation in fashion. The collaboration underlines a shared commitment to craftsmanship and future-forward design, integrating emotional storytelling with AR interaction.
Snap emphasises that these initiatives reflect the potential of AR to enhance customer experiences and brand engagement. With the latest generation of Spectacles operating on Snap OS, users can apply Lenses and interact with the real world in new ways, creating a shared, interactive space for discovery and self-expression.
Snap Inc. describes itself as a technology company centred around the camera as a tool for communication and creativity. The firm’s key products, Snapchat, Lens Studio, and Spectacles, aim to transform how users interact with their surroundings and with one another. Through these innovations, Snap continues to align itself with industries looking to push the boundaries of storytelling and engagement.
