Dior has been rolling out its Book Tote Mini Games since this summer on Snapchat, via a dedicated Dior Book Tote Lens, as well as on TikTok. The initiative is built around the Dior Book Tote Book Cover edition, a tote bag featuring a design celebrating great French and international literary works.
These bags are presented as Anderson's « la bibliothèque idéale », a reference to Jonathan Anderson, who was appointed last year to head Dior's fashion collections. According to Journal du Luxe, this activation confirms the Maison's place among the most influential luxury brands of the moment.
At a time when the cultural aura of luxury players is becoming a key criterion of desirability, this initiative also aims to capitalise on the playful, interactive dimension to better appeal to new generations of consumers.
Other puzzles are expected to complete the Book Tote Mini Games experience in the coming months.
