Digital transformation is taking over industries to improve productivity, efficiency, and innovation. Some of the emerging technologies that are having a significant impact on businesses include augmented and virtual reality (AR/VR). The explosion of the ‘metaverse’ in recent years has also introduced mixed reality (MR) into the realm of extended reality (XR) technologies, which essentially create and facilitate immersive spaces where human users can interact with automated or computer-generated entities.

According to a study by the Pew Research Center, more than half (54%) of the experts interviewed expect XR technologies like AR, VR, and MR to be more refined and immersive by 2040, ultimately improving real-world experiences and enriching users’ daily lives. These experts also emphasized the wide-ranging applications of XR development, from expanding distribution channels for commerce to enabling creativity in fields like arts and fashion.

True enough, the luxury fashion segment has been proactive in leveraging the benefits of AR/VR for commercial exchanges and innovative offerings. This development entails a closer look at how celebrity-owned and celebrity-endorsed luxury brands embrace these technologies for improved customer experience.

What fashion consumers expect from AR/VR

Before delving into how celebrity luxury brands and endorsements deploy AR/VR, we must first explore how fashion consumers perceive these technologies and what they expect from them. A Vogue Business study found that 72% of luxury fashion consumers consider it important for brands and retailers to incorporate AR solutions into their shopping experiences. The AR solutions consumers wish to see, include styling recommendations, AR/VR collections, and immersive brand storytelling.

As the top luxury brand Dior has been working on AR-enhanced experiences to release a virtual catalog, 75% of the respondents are now aware of AR and VR runways as a new way to access the latest fashion shows and collections. Snap Inc.’s release of an AR mirror tool as part of its suite of AR Enterprise Services (ARES) has also served as a springboard for brands to explore virtual try-ons as more seamless, convenient, and accessible than trying on products in-store.

These findings inform how celebrity fashion brands and collaborations integrate AR/VR into their operations to ultimately provide more luxurious and engaging experiences. The following section highlights examples of such brands achieving richer engagement and greater success through AR/VR.

How luxury fashion brands are embracing AR/VR

LensCrafters with Sharon Stone — virtual try-on feature

In 2024, the eyewear brand LensCrafters announced that award-winning actress, producer, and artist Sharon Stone would be the face of its new marketing campaign, “Your Eyes First.” Continuing her partnership with LensCrafters for the third year in a row, Stone was featured in an omnichannel campaign that showcases the brand’s timeless eyewear and vision care services in its retail stores, official website, and marketing channels.

In light of this approach that integrates all marketing and distribution channels, LensCrafters has deployed an AR/VR tool that bridges the physical and online shopping experience by enabling consumers to try on glasses online. On the retailer’s website, consumers can select the virtual try-on option for popular frame styles like the oversized PR 18WV from Prada and the transparent AX3077 from Armani Exchange, then follow on-screen instructions to see how the eyewear fits and look on their face via their device’s camera. Overall, the tool helps consumers make a more informed purchase decision even when shopping online.

DKNY with Kaia Gerber — virtual collection debut

Meanwhile, New York City-based fashion house DKNY has selected model and actress Kaia Gerber as the face of its 2024 fall campaign, which also celebrates the brand’s 35th anniversary. Gerber — whose parents, supermodel Cindy Crawford and businessman Rande Gerber, contributed to her early exposure and success in modeling — is said to bring an authentic, all-American edge to the brand’s iconic image and style.

Another way that DKNY deepens its storytelling while still maintaining its brand identity is through the release of a virtual collection on Roblox. In May 2024, the fashion house unveiled its Heart of New York range, which featured jackets, handbags, and hats as virtual items that Roblox players could redeem. In doing so, the brand was able to promote its newest collection and simultaneously engage millions of potential customers on Roblox.

Kylie Jenner’s Kylie Cosmetics — virtual world

AR/VR can also be utilized to create realistic and immersive platforms optimized for mobile and social commerce. This is the case for Kylie Jenner’s beauty and cosmetics brand, Kylie Cosmetics, which released a virtual store called Kylie Virtual World in 2022. 

In collaboration with web design company Studio Blup and beauty retailer Boots, Kylie Virtual World was designed with a 360-degree shopping journey that lets consumers virtually try on Matte Lip Kits and add items to their shopping carts. The shoppable AR experience introduced the idea of using AR/VR to add a more fluid and dynamic element to mobile and electronic commerce.

Rihanna’s Savage x Fenty — in-store virtual fitting room

Lastly, Savage x Fenty, a luxury lingerie brand owned by singer and businesswoman Rihanna, harnessed the power of AR/VR to transform shopping experiences by incorporating a virtual fitting room into its physical retail stores. In partnership with FIT:MATCH and Intel, Savage x Fenty introduced the first-of-its-kind Fit Xperience, which uses AR, computer vision, and artificial intelligence to map a shopper’s body shape and match it to the database of digital twins.

It reimagines the in-store shopping experience by using depth sensors, not cameras, to capture a customer’s body shape and an AI assistant to recommend the best-fitting products based on their exact shape.

These creative and customer-centric applications of AR/VR technologies can create a blueprint for other brands and industries undergoing digital transformation.