Asos Launches AR Fitting Tool for Online Shoppers

The new tool will help curb returns and create a new way to model clothing.

Need to Know

  • New technology will allow shoppers to digitally “fit” clothing items on six different models
  • Asos will use the technology, which was developed with AI company Zeekit, to fit up to 500 items on models each week
  • Asos is currently not working with models in-person due to safety concerns related to COVID-19


Online apparel giant Asos has launched a new augmented reality tool that will allow shoppers to see digital simulations of how clothing items fit on models, in order to avoid bringing models into bricks-and-mortar studios for photoshoots due to COVID-19 pandemic concerns.

The technology, which Asos developed in partnership with artificial intelligence company Zeekit, layers virtual clothing items over the images of six different models. ASOS will be fitting up to 500 items of clothing on these models per week, the company revealed in a statement.

“This technology will simulate real-life model photography while Asos is choosing not to work with models in the Asos studios due to the COVID-19 pandemic,” the retailer said. “This augmented reality tool will ensure Asos continues to have new items dropping each week and provide customers with realistic product images.”

The company is also hoping the new technology will help prevent returns: poor fit is the top reason online shoppers send items back, according to reports.

It’s been a significant year for online clothing retailers exploring the use of AR: in January, French beauty company L’Oreal launched an AR tool that would allow customers to virtually test hair dye colours on digital images of themselves prior to buying; later that month, Pinterest debuted a feature allowing users to “try on” lipstick shades from companies including Urban Decay, Sephora, and Estée Lauder, among others.

And in February, luxury fashion house Burberry launched a tool, in partnership with Google, that allows shoppers to see what the brand’s items — including clothing and accessories — would look like in their own home environments.