Asos launches virtual try-on tool

The feature allows shoppers to try on clothing from a selection of 10,000 items by either uploading their own image or choosing an AI-generated model with their likeness.

The online retailer said customers were increasingly looking for ways to see how products would look on them, with some preferring to upload their own image “while others feel more comfortable using a virtual likeness that reflects their size, shape or style”.

Each experience, provided by AI fashion platform AIUTA, loads in just four to seven seconds and is available on the Asos app to select UK and US customers before being rolled out more broadly.

The retailer’s head of digital product Melissa Lim said: “We know customers want the confidence of seeing how something will really look but don’t want to be pushed into doing it one way. 

“Our hybrid approach meets them where they are, giving everyone a try‑on option that feels right for them.”

The launch forms part of the third phase of Asos’ turnaround, which chief executive José Antonio Ramos Calamonte said in November was to make the online fashion giant the “most exciting destination for fashion-loving customers”.

The fashion retailer announced at the start of the month that it had upskilled more than 100 of its designers in generative AI to speed up its production process.

Asos has embedded generative AI specialist Fermat’s technology into its design operations in a move that will allow designers to turn sketches into photo-realistic visuals in seconds.