Darragh Murphy17 Jun 2019 AT 01:06 PM

ASOS releases brand-new ‘Virtual Catwalk’

It’s the fashion brand's first augmented reality (AR) experience
Darragh Murphy17 Jun 2019 AT 01:06 PM
ASOS releases brand-new ‘Virtual Catwalk’

Need to see what your clothes look like before the big buy? Or maybe you just want your own personal fashion show? You’ll want to download the ASOS app.

Why? Because the fashion brand has launched its first-ever ‘Virtual Catwalk’, an augmented reality (AR) experience that lets potential buyers see models walk around in shirts, pants – you name it.

Available now through the ASOS app on Apple iOS 11.3 devices and above in the UAE, the Virtual Catwalk test is live on 100 new-in ASOS Design products. Go on, give it a go.

Simply by pointing their smartphone camera at any suitable flat surface and clicking the ‘AR’ button on the product page in-app, customers will be able to view models as if they are walking in front of them.

The technology has been developed in partnership with London-based augmented reality firm, HoloMe.

“By allowing the consumer to bring mobile shopping into their own physical space, we can create a more intimate buying experience. We are excited to see how our technology can be used as a new way to communicate to the customer”, said CEO of HoloMe Janosch Amstutz.

The test is part of ASOS’ ongoing experimentation with new technology. We hope to see it on many more items in the future.

Along with this, ASOS also launched a project with Google Assistant, allowing customers to shop with just their voice, and has introduced an AIdriven Fit Assistant to help customers get the right size, first time.

The online retailer is also trialling other AR features, including a tool which allows customers to view products on different size models, so customers can get a better sense of how something might fit their body shape.

In other fashion news, swimwear brand Vilebrequin has launched a special collaboration with Off-White, while Nike's new Stranger Things trainers are a thing of nostalgic beauty.

We’re downloading the app now.