Dior has launched an augmented reality (AR) filter for its Instagram account, allowing followers to virtually try on its new DiorSoLight sunglasses range.

The luxury fashion retailer’s new filter is available via the Stories section of the social media app, capitalising on updated functionality after work with 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.

“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,” read a statement, which added that they represent a huge growth opportunity.

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

A survey of 1,000 UK shoppers by e-commerce agency PushON last August found growing demand for new immersive technologies such as AR and VR, with 45 per cent of customers saying they would like the chance to “look around” and get a feel for products in 3D.

Additionally, 40 per cent singled out the virtual imagining offered by AR as a method of trying out a new product.

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