Luxury fashion brand Burberry is offering a virtual try-on experience for is scarves using technology from California-based Wanna.

The experience has been launched as part of the Wrapped in Burberry holiday campaign.

Using web 3D and augmented-reality technology, the immersive experience encourages shoppers to explore Burberry’s iconic scarves virtually and visualise how the accessories will look. Available online via Burberry.com and in select stores, customers can use their mobile phone camera to experience the scarf styled on themselves in real time.

A selection of scarves, including the brand’s 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 colours, creating more than 50 unique scarves for shoppers 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 experience also allows shoppers to take photographs of themselves while wearing the virtual scarves so they can share the photo with friends and family on social media. There is a direct link to Burberry’s scarf product pages (uk.burberry.com/c/scarves) where they can access further information and purchase options.

The immersive experience has been developed in partnership with Wanna (wanna.fashion), a provider of AR and 3D experiences for luxury brands. It builds on Burberry’s 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’s virtual scarf try on experience is an exciting offering that speaks to our British heritage and digital innovation,” said Burberry CEO Joshua Schulman. “Recognised globally as a symbol of British luxury, our scarves have protected people from the weather for decades. With this new shopping experience, we are delighted to help our customers find the perfect Burberry scarf to keep them warm this festive season.”