LVMH eyewear virtual ‘try-on’ tool draws biometric privacy suit

Shoppers looking at sunglasses or frames on LVMH’s website are offered the option of using the Virtual Try-On tool. The tool turns on the customer’s webcams and creates a live video of the person wearing the eyewear they selected. — Reuters

Luxury giant LVMH’s North America unit was accused in a lawsuit of unlawfully collecting biometric data about shoppers who use its online tool to virtually “try on” sunglasses and frames.

The company “collects detailed and sensitive biometric identifiers and information, including complete facial scans, of its users through the Virtual Try-On tool, and it does this without first obtaining their consent, or informing them that this data is being collected”, according to the proposed class-action lawsuit filed Friday in Manhattan.