Asos has launched a new form of virtual try-on, which allows customers to see how selected products could look on them by uploading their own image.

Through the new hybrid experience, customers can also choose an AI generated virtual model which represents their likeness.

The online fashion retailer has partnered with AI fashion platform AIUTA to launch the virtual try-on.

The new feature will launch with around 10,000 products on the Asos IOS app and will initially be available to UK and US customers before being rolled out more widely.

Each experience loads in around four to seven seconds, which Asos claims is well ahead of typical industry solutions and helps to keep customers engaged, confident, and inspired.

Asos said that shoppers buying clothes online are increasingly looking for ways to see how products could look on them, but what works best varies from person to person.

While some prefer the familiarity of uploading their own image, Asos said other shoppers feel more comfortable using a virtual likeness that reflects their size, shape or style.

The company added that the hybrid approach reflects its focus on removing friction from fashion and giving every customer more confidence at checkout.

By offering two distinct ways to try-on virtually, Asos said it is responding directly to what shoppers say they want namely more choice, more control and a more personal experience.

“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,” said Melissa Lim, head of digital product at Asos. “Our hybrid approach meets them where they are, giving everyone a try‑on option that feels right for them.”

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