Snap Spectacles: Dior and Louis Vuitton Usher in a New Era of Luxury in Augmented Reality
On the occasion of the 2025 edition of Crafted for Luxury, Snap's exclusive event dedicated to the luxury industry, Snap unveils the first augmented reality experiences developed for its AR glasses, Spectacles, by the Houses of Christian Dior Couture and Louis Vuitton. A world first that positions these Maisons as pioneers in creatively exploring immersive technologies for the luxury industry.
Christian Dior Couture: Between Astrology and Augmented Craftsmanship To mark the launch of its Lucky Collection, Christian Dior Couture, Snap, and creative studio Playar have designed a unique activation blending craftsmanship, astrology, and augmented reality. This experience, available exclusively on Spectacles, allows you to select a card linked to astrological signs, which is then fragmented into four shards. Guided by the house's iconic bee—symbolizing strength and vitality—these pieces are virtually sewn back together, weaving a link between tradition and modernity, before the card comes to life, revealing the full symbolism of the selected astrological sign. An interactive and sensory experience at the crossroads of craftsmanship and technological innovation, designed exclusively for Spectacles.
Louis Vuitton, for its part, celebrates the reissue of its iconic fragrance Sun Song, from the Les Parfums de Cologne collection, with an AR experience evoking Louis Vuitton universe and the journey of ingredients. Created by Master Perfumer Jacques Cavallier Belletrud, the scent blends orange blossom, neroli, petitgrain, lemon, and musks for a radiant composition. A true scent melody that announces, enhances, and prolongs the summer season.
This iconic fragrance is at the heart of a new Spectacles experience developed in collaboration with creative studio Busterwood. Spectacles lets you and your friends interact together with the fragrance's key ingredients, explore its vibrant visual universe, and bring Louis Vuitton's symbols to life in 3D. A multiplayer, collaborative experience designed as a sensorial and aesthetic immersion into the world of Sun Song.
This collaboration marks a first in the world of luxury: Christian Dior Couture and Louis Vuitton are the first Maisons to design experiences exclusively for Spectacles.
True to their heritage of excellence and artisanal craftsmanship, Louis Vuitton and Christian Dior Couture reaffirm their roles as pioneers in adopting augmented reality technologies. These experiences on Spectacles embody a new form of creative exploration and augmented storytelling—where technology enhances emotion.
'This collaboration with such iconic Maisons as Christian Dior Couture and Louis Vuitton perfectly illustrates Snap and Spectacles' ability to support the luxury industry in reaching
ever more innovative, bold, and personalized dimensions. By combining the unique historical heritage of these Maisons with the cutting-edge technologies we are developing—especially immersive augmented reality and Spectacles—we are opening up new avenues for customer experience. This synergy allows luxury to be experienced in a completely new way while deepening emotional engagement with the brands. At Snap, we are proud to be at the heart of this revolution, redefining the codes of luxury for a connected and discerning generation.' Geoffrey Perez, Global Head of Luxury, Snap Inc.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Khaleej Times
2 days ago
- Khaleej Times
Cultural appropriation or inspiration? Prada gets flak for Kolhapuris on runway
It's a straightforward comparison — even those outside the fashion world can see the parallels. On June 22, Prada unveiled its Spring/Summer 2026 menswear collection in Milan; two days later, Louis Vuitton showcased its own in Paris. Both featured summer-ready pieces inspired by age-old Indian garments and motifs. It's encouraging to see legacy fashion houses looking East for inspiration, expanding their design language for a global audience. But too often, this comes with spun narratives — or worse, no narrative at all. The key difference between the two? Louis Vuitton proudly and respectfully framed its show as an homage to India, explicitly labelling its S/S '26 offering as 'multi-faceted signatures of Indian sartorialism — threading a cross-cultural narrative through a contemporary wardrobe'. Meanwhile, Miuccia Prada and Raf Simons of Prada lifted the Kolhapuri chappal straight from the town of Kolhapur and rebranded it as 'leather one-toe sandals', offering no credit or mention of the centuries-old Indian craft it so clearly borrowed from. Pharrell Williams, Louis Vuitton's menswear creative director, made his influences clear. The runway was designed by celebrated Indian architect Bijoy Jain, announced boldly across the brand's social channels. Music was composed by AR Rahman. Front-row seats were filled by Indian stars like Ishaan Khatter. The show notes openly acknowledged the collection as a reflection of 'the multi-faceted sensibilities of present-day India'. 'This is acknowledgment. This is cultural exchange. This is appreciation of heritage — not appropriation,' says Sujata Assomull, launch editor-in-chief of Harper's Bazaar India. The issue at hand isn't just about giving credit where it's due — though that, too, is increasingly non-negotiable in today's hyper-connected digital age. The deeper problem lies in a long-standing pattern of discrediting and rebranding by luxury houses — a habit quietly perpetuated for centuries. Prada referring to Kolhapuri chappals as 'leather one-toe sandals' isn't fashion's first fumble. From the Indian dupatta being adapted into the so-called Scandinavian scarf, the traditional dhoti to harem pants, and the 'boho' paisley mango print to rebranded Kashmiri pashmina shawls as mere 'cashmere' — these are all examples of Indian cultural staples repackaged and sold by the West with little to no cultural acknowledgment. Inside the Collection Prada's Spring/Summer 2026 menswear collection marked a shift in tone — softer, more playful, and unmistakably relaxed. Gone were the sharp business suits. In their place: pastel-hued trousers, athletic-inspired tracksuits, and loose shorts cinched with elastic waistbands. Light blazers, glossy biker jackets, and whimsical accessories — raffia bucket hats, polished leather bags, and colour-blocked backpacks — added a sense of breezy irreverence. Footwear followed suit, favouring ease over formality: flip-flops, slender driving shoes, and open-toe leather sandals took centre stage, replacing traditional dress options. A fresh palette of mint, lemon, and powder blue breathed life into the classic greys, making the collection feel contemporary, cheerful, and unmistakably resort-ready. The Origins of the Design Kolhapuri chappals — awarded a Geographical Indication tag in 2019 — have been handcrafted for generations across eight districts in Maharashtra and Karnataka. Made from sun-dried buffalo hide and assembled entirely by hand, they require no synthetic materials or adhesives. Each pair is a labour of skill and tradition, often taking up to two weeks to complete. While Prada hasn't named Kolhapuris explicitly, the resemblance is hard to miss — and the omission has sparked renewed debate around cultural appropriation in luxury fashion. For some, seeing the silhouette on a global runway was a moment of overdue recognition. But in the absence of any acknowledgment — no mention of the artisans, no nod to the heritage — the gesture risks feeling hollow. Inspiration, when left uncredited, too easily slips into erasure. The chatter around the matter Still, its inclusion on the runway has sparked curiosity and intrigue. The sandals have been making the rounds online, with side-by-side posts and close-up comparisons drawing attention to their roots. For some, it's opened the door to deeper questions about visibility and sourcing, and what recognition can look like. The Kolhapuri chappal, a long-standing staple in Indian wardrobes, now finds itself in the spotlight. So, while its silhouette hasn't really changed, the audience has. We asked Assomull what she thinks of this move, or lack of move by Prada, and she reminds us: 'India has always been a source of inspiration for global fashion — and proudly so. At one point, British shopkeepers would label garments 'Made in India' as a mark of craft excellence. But history also reminds us how that shifted in the 1800s when Indian textile imports were banned under colonial rule. Today, brands from Dior and Hermès to Elie Saab and Zuhair Murad regularly turn to India's rich textile traditions — and most Indians take pride in this.' 'The problem arises when that inspiration isn't acknowledged,' she adds. The debate online has left people from all over the world, feeling the same way. Fashion influencer and local crafts enthusiast Masoom Minawala took to her social media platform to point out: 'Here's the thing, referencing is easy. Respecting the roots takes more intention. Let's remember, inspiration must come with credit.' The Lesson Luxury brands have had their fair share of messing up — and learning from their mistakes. They've seen highs like no other industry, and lows like every other one. Over the years, each of these brands has built a loyal base of clientele, and as they continue to reshape themselves, a new generation of young consumers keeps joining the fanbase. However, the legacy of an entire brand can be washed away if mistakes like these happen one too many times. Today's consumers are smart — they're listening, watching, and making choices that are politically and morally conscious. And rightfully so. After all these years of chiselling their craft and honing their creative direction, a luxury brand should be focusing on giving back to society — not just through CSR strategies, but by acknowledging the cultures they've borrowed from, and sharing traceability over the paths they've walked. Host of the podcast Fashion Your Seatbelt and a regular on the front row at fashion weeks, Jessica Michault says: 'In today's social media age, there's no excuse for brands not to credit the craft or culture they draw from — especially when the inspiration is so clearly rooted in a specific style and region. Whether through a press release, at the event, or in post-show communication, acknowledging the origin is the least that should be done.'
Web Release
4 days ago
- Web Release
Beyoncé Shines in Messika at the Louis Vuitton SS26 Fashion Show
Beyoncé Shines in Messika at the Louis Vuitton SS26 Fashion Show Global Icon Beyoncé attended the Louis Vuitton Menswear Spring/Summer 2026 Fashion Show in Paris, wearing a show-stopping Messika necklace. The singer selected the Fragment of Time necklace from the Midnight Sun High Jewelry collection, showcasing a 34-carat cushion-cut white diamond paired with a 36-carat cushion-cut yellow diamond.
Gulf Today
4 days ago
- Gulf Today
Pharrell Williams brings India and Beyoncé to Louis Vuitton's Pompidou runway
The birds scattered in every direction as the first drumbeat thundered across the plaza outside Paris' Pompidou Center Tuesday, clearing the way for a different kind of flight: Beyoncé and Jay-Z swept into the front row. American recording artists Beyonce and Jay-Z attend Louis Vuitton Menswear Spring/Summer 2026 collection show in Paris, The star couple anchored a guest list at Pharrell Williams' latest Louis Vuitton spectacle that doubled as a map of contemporary culture now: Bradley Cooper, J-Hope, Karol G, Pinkpanthress, Future, Pusha T, Jackson Wang, Bambam, Mason Thames, Miles Caton, D'Pharaoh Woon-A-Tai, Malcolm Washington, Jalen Ramsey, and A$AP Nast. If there was any question about the gravitational pull of Louis Vuitton under Williams, it evaporated before the first look hit the runway. This was no ordinary catwalk: Williams - half showman, half pop impresario - staged a cultural passage from Paris to Mumbai, fusing Indian tradition and modern dandyism into a punchy, sunstruck vision of the Vuitton man in 2026. Models wear creations as part of the men's Louis Vuitton Spring-Summer 2026 collection, in Paris. AP In Vuitton's world, a show is never just a show. It's a takeover, a mood. On Tuesday, the Pompidou's iconic colored pipes served as a sci-fi backdrop for a set dreamed up with Studio Mumbai architect Bijoy Jain: a lifesize "Snakes and Ladders" board, alluding to both the child's game and the adult risks of fashion's global game. For Williams, the house's mantra of travel is less about destination, more about movement. Up, down, sideways, sunward. The clothes? This season, they marched to their own drumbeat. Out came models in Indian-style chunky sandals, striped boxy shorts and blue preppy shirts with sleeves billowing like monsoon sails. Silken cargo pants shimmered in the sun; pin-striped puffers added a louche, almost Bollywood-kitsch edge. Cricket jerseys appeared with jeweled collars or - why not? - a puffy hood dripping with rhinestones. Blue pearlescent leather bombers flirted with the bling of Mumbai's film sets, while pin-striped tailoring riffed on both the British Raj and Parisian boulevardiers. A model presents a creation by designer and musician Pharrell Williams for Louis Vuitton during Men's Fashion Week in Paris, France. Reuters If all this felt like cultural collision, that's by design. Williams' Vuitton has become a mood board for global wanderlust: the checked silks, the mismatched stripes, the trompe l'oeil fabrics that look sun-faded by actual adventures. It's a nod to the itinerant dandyism that's fast becoming his Vuitton calling card. Less about nostalgia, more about now. But don't mistake the globe-trotting optimism for naivety. There's calculation in the chaos. Williams' references bounce from Kenzo 's Nigo (his onetime collaborator) to Indian contemporary artisans - like the hand-beaded snakes slithering across shirts, or the sandalwood-scented linens that recall a summer in Rajasthan. The "worldwide community" Vuitton preaches is real, but it's also realpolitik: What could be more luxurious in 2025 than clothing that tries to please everyone and everywhere, without losing itself? Of course, with Vuitton, the accessories make the man and this season's bags, bejeweled sandals and hardware-heavy necklaces delivered the requisite Instagram bait, each a covetable passport stamp in leather or gold. It's maximalism, sure, but not just for the TikTok set: the craftsmanship, from sun-bleached cloth to hand-loomed stripes, rewards anyone who bothers to look twice. If there's a criticism, it's that sometimes the noise of references threatens to drown out the signal. Williams piles motif on motif, color on color, joy on joy, until coherence blurs into sheer, Dionysian energy. But maybe that's the point: In a season of global anxiety the Vuitton man chooses to strut, sparkle, and swerve. Designer and musician Pharrell Williams appears at the end of his Menswear Spring/Summer 2026 collection show for fashion house Louis Vuitton. Reuters LVMH, the world's largest luxury group, posted record revenue of 84.7 billion euros in 2024, with its Fashion & Leather Goods division anchored by Louis Vuitton still leading the pack. With a market value near $455 billion and over 6,300 stores worldwide, Vuitton remains the world's most valuable luxury brand. Even with a recent dip in sales, its scale and influence are unmatched. As the last look circled the Pompidou and the birds resettled, Vuitton's odyssey felt less like a fashion show and more like an announcement: the world is a game board, the ladders are real, and Louis Vuitton is still rolling the dice. Associated Press
