Digital co-creation with customers is a strategic approach for brands and companies to involve the consumers to plan, design, create, and develop a product which, in turn, can lead to solutions for issues faced by them. With this, they can get some new ideas that are thought out of the box. This partnership leads the brands to produce mutually beneficial results that cater to the customers’ needs and the business goals.

Technology has been a huge support in this approach. Social media platforms are acting as the primary space for brands to build relationships. TikTok and Instagram have assisted the brands in conducting various activities such as polls, contests, and query-answering sessions. Additionally, immersive technology such as VR and AR along with AI has taken this co-creation arena to the next level.

Here are the luxury brands that used this user-centric approach to forge a brand-customer bond.

3CE

In 2023, the Korean makeup brand, 3CE, collaborated with Kivisense Technology to launch the AI-based smart campaign for its Spring AI Flora Makeup Collection. The users have the ability to develop a flower-themed, personalised AIGC makeup look through AI tools. They have to take a picture and the AI will automatically be creating the looks from 3CE products. Viewers can change the looks without applying the products too.

Balmain

In 2022, Balmain launched an NFT-based co-creation initiative that merged digital art, blockchain technology and customer engagement. Its Non-Fungible Thread Membership Program with MintNFT is to offer NFT holders some privileges such as early access to limited-edition collections, interactive design experiences, and VIP events. The label allowed NFT holders to vote for design elements that needed to be used on a couture jacket through polls and discussion.

Bershka

In April 2023, Bershka partnered with FFFACE.ME will release the first-ever semi-digital clothing collection. Customers have been given access to add any digital elements to the specific physical clothes through Instagram filters. The brand used AR and AI elements for the collection products which are embedded with QR codes that enable the users to access the exclusive AR filters and effects.

Burberry

Burberry introduced an interesting Bamboo Weaving game on the WeChat Mini Program in January 2025. The brand collaborated with the famous artist and bamboo weaver Qian Lihuai for the launch of a special campaign as a part of its ‘’Year of the Snake’’ celebration. It also included the highlight of the Bamboo 1963 Bag. The game users are allowed to weave bamboo patterns inspired by snakes. For the players who completed the challenges, the brand unlocked limited-edition virtual items. It also allowed the users to showcase their woven designs on WeChat Moments and the high-scoring players received early access to the Lunar New Year collection, a personalised shopping experience and invites to pop-up.

Dior

Dior used AI-powered digital try-ons for its Rouge lipstick collection in 2023. Its La Collection Privée Fragrance Line has enabled customers to get customised recommendations, which gives them a bespoke olfactory experience. During the launch of B27 Sneakers Customisation (2021) and Oblique Saddle Bag Limited Edition (2023), customers had the accessibility to visit selective flagship stores to customise the products. The customisation interface was also touchscreen-enabled.

Dolce & Gabbana

For the Chinese Lunar New Year 2024 – the Year of the Dragon, Dolce & Gabbana used AI-powered digital co-creation with the “AI Dragon Magic” campaign where the viewers can create personalised stickers/motifs. Users could generate dragon-themed prints based on their personal style and zodiac signs. These motifs were integrated into the limited-edition Lunar New Year capsule collection.

Gucci

In 2022, Gucci did several virtual collaborations and collections which led to digital co-creation. For instance, in October 2022, its New Tokyo Project with 10KTF is centred on metaverse to create customisable NFT outfits for Web3 avatars. The collection also featured virtual garments and accessories designed for the NFT holders from projects such as Bored Ape Yacht Club and World of Women. In March 2022, its NFT art collection with SuperRare featured digital artworks and had the ‘Vault Art Space’ that showcased Web3-native artists’ digital arts.

Hermès

In 2023, Hermès introduced the digital customisation tool that enables its customers to co-create its Twilly scarves. It can be accessed through a digital interface on its website and in-store tablets in selective flagships. Customers had access to exclusive patterns, colour combinations, monograms, and embellishments to play with. Finally, their designs are digitally generated through 3D visualisation and AR technology which can be tried on by the customers.

Louis Vuitton

Louis Vuitton teamed with the legendary Japanese artist Yayoi Kusama in 2022 which led a multi-faceted campaign combining digital and physical art, fashion, and experiential marketing. This campaign also included AR filters and AI-enhanced virtual try-ons on platforms such as TikTok, Snapchat, and Instagram. With this, the users posted the AR filter experience with their own style notes using #LVxYayoiKusama. It also entered the WeChat Mini-Program where the users could virtually personalise the items with custom designs and colours and share them on Xiaohongshu (Little Red Book) and WeChat Moments.

Mugler

Mugler showcased AR mirror virtual try-ons for its Spring/Summer 2023 collection in May 2023. The consumers can use the AR try-on, adjust lighting and mirrors, mix and match the outfit pairings, and customise limited-edition designs. With this, the brand could collect information like the most-tried designs and colours, time spent on different styles’ interactions, and demographic trends. Mugler also collaborated with celebrities such as Doja Cat and Kylie Jenner, fashion influencers and digital creators to promote the feature.

Prada

Prada has the Timecapsule NFT series since 2022 where the customers can buy the exclusive physical drops with their digital NFTs. It also allows the NFT owners to actively participate in exclusive discussions and vote on designs for the capsule collections.

Cover Image: Gucci x *10KTF** project, courtesy Gucci website.*