Alters Reality with 'Kaleidoscope' Instagram Filter
Instagram allows its users to don glasses, flower crowns, and animal ears through its Stories feature, but the social media app recently made a new addition to its filters: Dior sunglasses.
Developed by Dior, Instagram and The Mill, a UK-based creative content studio and visual effects company, the new Dior Kaleidoscope filter pastes on Instagram users’ faces the ‘DiorSoLight’ sunglasses in nude or black or ‘Christian Dior J’Adior’ double headbands.
Any users that don’t find placing virtual things on their faces for selfie photos and videos fun can take part in the augmented reality experience as well by placing tie-dye floral borders around their screen, in reference to the fashion house’s Spring/Summer 2019 collection by Maria Grazia Chiuri.
Dior is one of the first fashion labels to utilize Instagram and The Mill’s filter technology. The French fashion house launched the experience to coincide with its runway show on February 26 during Paris Fashion Week, and in September launched a similar experience on Facebook for its DiorColorQuake sunglasses.
Dior Kaleidoscope is a brilliant way to entice potential customers that may not be interested in buying sunglasses or simply cannot afford luxury eyewear. With this filter, Instagram users can try on the DiorSoLight sunglasses themselves for fun and see if the frames complement their face shape. Don’t be surprised if users flock to the stores to try on a pair in real life or buy the frames directly on their mobile devices.
Since the launch of the Dior Kaleidoscope filter, it is being reported that the experience racked up 4 million story impressions and over 1 million users have tried the filter.