Dior launches AR Instagram filter

Dior has introduced a new AR filter to its Instagram account allowing its followers to virtually try on its new DiorSoLight sunglasses range.

The luxury fashion retailer’s new filter, available via its Sstories page on Instagram, maps a virtual model of both its new sunglasses range and or its double headband products onto the users face, allowing them visualise how they would look wearing the product.

It is one of the first brands to have access to Instagram’s new technology and developed the filter alongside the social media platform and creative content studio The Mill.

This marks its second venture into AR, having launched a similar filter on Facebook in September in an effort to promote its DiorColorQuake sunglasses.

“In order to access the filter, users need to either follow the brand on Instagram or visit their profile to try it out,” Dior said.

“The filter can also be tried by someone who sees a friend using it on Instagram Stories, which means Instagram AR filters are basically designed to go viral. They represent a huge growth opportunity.”

Instagram’s global head of luury Morin Oluwole added: “Augmented reality is a key topic for the luxury sector that is revolutionizing the communications strategy of the major fashion houses.”

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