Ann Summers is using augmented reality app Blippar to bring its brand to life, including allowing customers to virtually try on its lingerie.

Shoppers with smartphones who have downloaded the app can pick underwear from seven of the retailer’s underwear collections and try it on by pointing it at Ann Summers catalogues or in-store marketing.

The underwear is layered over a shot on shoppers’ camera phone so customers can line it up with a picture of themselves ‘wearing’ the underwear.

Images of models in the retailer’s catalogue will also come to life while using the app.

Ann Summers brand director Fiona Davis said: “Our BlippTease campaign gives the customer so much more when choosing the perfect underwear – it also helps male shoppers find the perfect solution for that special present or spontaneous treat. This is the way forward and we hope it can evolve into bigger and better things for the consumer.”

The app has previously been used by fashion magazine Stylist, which produced an interactive edition for the Olympics, and Asos, which used it in its magazine to enable its readers to see different angles of the clothes modelled and buy directly off the page.

The ‘BlippTease’campaign launched in all 140 Ann Summers stores, in both shop windows and in-store marketing, and in its catalogues yesterday.

Customers can buy Ann Summers products via the app or download a 10% discount to use in store or online.