Less intimidating than pushing open the door of a luxury house, augmented reality filters make it fun and easy to immerse yourself in brands storytelling.

By Ludmilla Intravaia

While the Hermès group reported, on July 30, a sharp increase in its financial results in the first half of 2021, it is clear that luxury houses, like Gucci or Dior, have shown great ability to adapt to the upheavals of the pandemic, by accelerating their necessary digital transformation. At the heart of their social media strategy, immersive technologies, and in particular augmented reality, are particularly attractive in capturing the interest of GenZs, looking for an emotional and uninhibited shopping experience.

After attending the demonstration of augmented reality applied to Dioriviera at the Vivatech fair, last June (see the video above), Le Boudoir Numérique did not resist the seduction of Hermès filters to try, in stories on Instagram, three ways to wear the famous carré of the French house.

With its fun look taking up the visual codes of amusement park photobooths, at the center of this trend allowing virtual elements to be superimposed in real time on reality on social medias, not to mention its ease of use on your phone in a few clicks, this kind of augmented reality filters offers the possibility to come into contact with the storytelling of the brand, in this case the iconic silk scarf, in a square shape, from this more than centenary traditional house, without being intimidated. And the pictures confirm it: the exercise is, indeed, decomplexing.