For the brands, the Apple Vision Pro is blurring the fine line between digital and physical spaces through various features like gesture-based controls, eye-tracking, and spatial environment. In recent times, they are using this new medium to offer creative and immersive runway shows and experiences in flagships, giving an interactive narrative in virtual lookbooks and stores, and connecting e-commerce with the brand engagement through emotions.

Let us have a look at the major luxury fashion brands - Gucci, Etro, Bulgari, and Balenciaga - and their take on Apple Vision Pro.

Balenciaga - A Grand Virtual Runway Through Spatial Computing

Balenciaga was the first luxury fashion house to drop a dedicated app for the Apple Vision Pro. It experimented with ways to explore the features of the device and engage the audience through immersive, spatial fashion storytelling. This approach bridged the gap between high tech and high fashion, allowing users to interact and explore runways and products in a hyper-realistic format.

In July 2024, Balenciaga launched 180-Degree Immersive Video Playback in its app, with a video covering collections such as Spring ‘25, Summer ‘25, and the 53rd Couture Show captured in spatial video technology. The app also featured a Custom Video Player with Spatial Controls, which let viewers pause, zoom in/out, or even walk around the digital runway through gaze and hand gesture-based navigation.

In August 2024, the label updated the app that gave access to the viewers to engage with 3D accessories such as Basketball Sneakers, Nano Top Handle Bag and 360 Mask Sunglasses. They can zoom, scale, and rotate the product through natural gestures. It also incorporated show-based, ambient audio tracks that added the sensorial aspect while seeing a show. Additionally, in collaboration with Atomic Digital Design, the app showcased AR features that enabled viewers to place the digital models of the brand into real-world environments.

Bulgari - Shaping an Immersive Heritage Journey

In April 2024, Bulgari introduced Bvlgari Infinito, an advanced app designed especially for Apple Vision Pro, that showcases its heritage with immersive spatial computing. The app is integrated to feature the brand’s signature Serpenti high jewellery collection. It enables the users to explore the brand’s historic evolution, craftsmanship and design philosophy by interacting with this collection.

The users are virtually transported into the label’s world of precious embellishments and stones, design process, and historic narrative rooted in its Roman heritage - all rendered with 3D technology. The device’s spatial audio and ultra-high resolution (Dual 4K Micro-OLED Displays) added extra value to the app by offering a sensorial journey that not only educates but emotionally engages the users.

Other features used are Eye and Hand Tracking for the users to interact with the digital space, 3D Room Mapping that transforms the physical space of users into a Roman-influenced showroom and/or behind-the-scenes of the atelier, and Shared Experiences as a future update that teases having multiple users exploring the collection together.

Etro - A Runway Extension on Apple Vision Pro

In September 2024, Etro entered the world of Apple Vision Pro through its Etro Immersive app and its Spring 2025 runway display during Milan Fashion Week. The app provided a physical connection between the dream-inspired virtual experience and the real-time fashion show, enabling users to reminisce about the collection in a surreal spatial environment.

The label partnered with Laboratorio dell’Immaginazione Materica (L.I.M.) and D-House to create this experience, featuring the poetic essence of the show with immersive audio and visuals. Through the spatial computing abilities of Apple Vision Pro, viewers have the opportunity to step into {Etro's signature world with patterns, textures, and digitally rendered fabrics.

Other features include gesture recognition, a post-show room with sketches, mood boards, styling elements, interactive narratives, and high-resolution 3D visuals along with 360-degree spatial video of the Spring-Summer 2025 show.

Gucci - Connecting Mixed Reality with Luxury Fashion

In June, Gucci unveiled its immersive experience on the Apple Vision Pro in June 2024 in partnership with Wander, an exploration and travel app. With this team-up, Gucci upped its game by not only showcasing the products but also providing a digital escape that blends product placement, emotional branding, and storytelling. Users had the opportunity to have a 360° experience influenced by the brand’s visual identity paired with cinematic landscapes and ambient sounds.

This experience gave Gucci a way to connect E-commerce with emotional storytelling. The users can explore the space by walking through a Gucci-themed environment with key themes from the recent collection and campaigns. These sequences include digital storytelling and subtle product placements by placing the accessories within the space. Without hard sell, it allows the users to discover the products organically in the digital space and click it to learn more. This spatial computing-based space with 3D visuals, panoramic features, and ambient audio encourages viewers to interact, feel, and linger, fostering memory recall and deeper brand loyalty.

However, as of now, Gucci has not invested in a standalone Apple Vision Pro app. With the use of third-party immersive platforms like Wander, the brand is showing its intentional approach to spatial marketing.

Cover Image: Balenciaga Summer 2025 Collection Show, courtesy The Impression.