Welcome back to What The Luxe, a newsletter packed with insights & intelligence for luxury, beauty & lifestyle marketers —written by me, David Klingbeil
Luxury and Augmented Reality
What if we were at the start of a wave of AR in the luxury world?
Luxury brands have always embraced digital innovation. From using drones as models at fashion shows, to creating chatbots as sales ambassadors or imagining luxurious connected objects, luxury Maisons are eager to leverage the latest and shiniest technologies.
And Augmented Reality (or AR) is the shiniest technology available today. It’s not something new at all. The first utilisation of AR dates back to 1968 with Ivan Sutherland’s first head-mounted display system at Harvard called ‘The Sword of Damocles’. However, the term ‘augmented reality’ wasn’t coined until 1990 by Boeing researcher Tim Caudell. Since then, its popularity has increased year after year.
The rest of this one is for premium members
The full rankings, tables and breakdowns sit behind this line.
New here? Start with the free weekly
One email each Monday on what actually moved in luxury and beauty. Sign up and the 150 luxury campaigns of H1 2026 report lands in your inbox.
Free members get the weekly and the report. This page stays premium. Sign in if you already have an account.
