At Snap’s “Crafted for Luxury” event, luxury fashion took a detour from runways to AR run-throughs. Snapchat debuted new AR experiences for Christian Dior Couture and Louis Vuitton. Where Dior invited users on a choose-your-own-astrological-adventure guided by its iconic bee, Louis Vuitton let friends explore its Sun Song fragrance, co-developing a shared sensory immersion into perfumer Jacques Cavallier Belletrud’s world.
Louis Vuitton’s goal? Celebrate the reissue of its Sun Song scent with an experience that’s part science lab, part perfume dreamscape. Users could explore the fragrance’s core ingredients as digital objects. Dior’s experience leaned more surreal: pick an astrology card, watch it deconstruct and regenerate through craftsmanship-focused animation, and end up with something that feels both fashion and fortune teller.
With luxury brands already reaching 256 million users on Snapchat, these IRL-meets-URL activations are less about novelty and more about establishing new formats for consumer engagement. As Highsnobiety’s David Fischer pointed out in a discussion during the event, it’s no longer about broadcasting—it’s about embedding the brand into the user’s digital reality.
Read more at Highsnobiety.