ASOS has partnered with AI fashion platform, AIUTA, to launch a new hybrid virtual try-on feature in order to build greater confidence into shoppers’ digital buying journeys.

The new experience allows customers see how selected products might look on them, either by uploading their own image or choosing an AI generated virtual model that best mirrors their likeness. 

The move will support greater choice as fashion shoppers look for new ways to ‘try on’ products digitally, whether they favour the familiarity of uploading their own image or prefer using a virtual likeness that reflects their size, shape or style.

“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,” Melissa Lim, Head of Digital Product at ASOS, commented. “Our hybrid approach meets them where they are, giving everyone a try‑on option that feels right for them.”

Reflecting ASOS’ focus on removing friction from fashion and giving customers more confidence at checkout, the virtual try-on feature is now available across ~10,000 products on the ASOS iOS app in the UK and the States, with plans for a wider roll out in the works.