LVMH’s Berluti launches flagship on JD’s platform

It marks the first time the brand will trial AR technology.

Berluti, a global luxury fashion house under LVMH group, has opened a flagship store on JD.com Luxury, which is the first time the brand has launched an online store through a third-party e-commerce platform in China, a press release revealed.

The partnership also marks the first time the brand will trial augmented reality (AR) technology. The AR function is currently available for shoe trials on selected items. Both sides are also exploring the application of VR on Berluti’s boutique tour in Beijing.

The flagship offers a series of new and classic collections of Berluti, such as limited edition items collaborated with Russian artist Lev Khesin, and classic Luti Venezia belts.

The brand was established in Paris in 1895 by an Italian-born shoemaker, Alessandro Berluti. It approaches shoe crafting as “sculpture,” the company said, whilst developing the art of the patina aiming to introduce colour in the world of men’s shoes.