Burberry builds on legacy of digital innovation with a virtual scarf try-on experience

This festive season, Burberry is building on its legacy of digital innovation with the launch of its first virtual scarf try-on experience.

Using the latest in web 3D and augmented reality technology, the new immersive experience encourages customers to virtually explore Burberry’s iconic scarves and visualise how the products will look without physically trying them on. Accessible on Burberry.com and via QR codes in selected stores worldwide, customers can use their mobile phone camera to experience the scarf styled on themselves in real time.

Introduced for the festive period, the scarf try-on experience is built around the sentiment of gift-giving. A symbol of enduring heritage, the Burberry scarf is a gift that reflects our legacy of craftsmanship. ‘Wrapped in Burberry’, our content series of product and talent stories, embraces the joy and warmth of the holidays; a time where family and friends come together to share gifts and create lasting memories.

A selection of five classic and new scarves, including our iconic cashmere Burberry Check and the alpaca wool scarf featuring Burberry lettering, are available to try on via the virtual experience. The scarves are presented in their full range of colourways, creating over 50 unique scarves for customers to discover while on the go or from the comfort of their own home. The experience also offers two traditional styling options, either folded over or falling loosely around the neck, to help users customise their look.

The platform allows customers to take photographs of themselves while wearing the virtual scarves, encouraging them to share their experience with friends and family on social media. It also offers a direct link to Burberry’s scarf product pages where customers can access further information and purchase options.

The immersive experience has been developed in partnership with WANNA, a leading provider of AR and 3D experiences for luxury brands. It builds on Burberry’s rich legacy of digital innovation. From being the first luxury brand to live stream a runway show, to recent activations including the development of an in-game adventure and physical capsule collection with Minecraft, Burberry continues to excite customers with innovative, creative experiences.

Joshua Schulman, Chief Executive Officer, Burberry: “Burberry’s virtual scarf try on experience is a wonderful innovation that speaks to our unique market position. With this engaging and immersive shopping experience, we’re offering a new way to discover our products so that all our customers can find the perfect Burberry scarf this festive season.”

The virtual try on experience is live in select stores and on Burberry.com. It will be available until the end of January 2025.