Virtual and augmented reality continue to scale, but new DPP legislation presents challenges for brands, the latest Vogue Business Index finds.

Since the last Index, the innovation ranking has seen a shuffle in the top players, although Gucci has defended its lead position, which it has held since the innovation pillar was added in H1 2022. Innovation headlines over the last few months have been peppered with sustained interest in AR and VR experiences, while wearables and connected devices have also come to the fore. Good examples include CHANEL’s Première Sound necklace, worn as a watch, and Gucci’s virtual reality film for Apple Vision Pro. Who is Sabato De Sarno? A Gucci Story is a 20-minute short documentary narrated by Paul Mescal, exemplifying how important it is that even leading brands continue to educate their fans and followers on the personalities leading their creative direction.