Global fashion retailer simulates modeling with AR during COVID-19

Asos is leveraging augmented reality (AR) technology to ensure it safely provides a digital product view as the COVID-19 pandemic continues.

The U.K.-based online fashion retailer, which is available in 10 languages and in over 200 markets (including the U.S.), is using an AR solution on its product pages to offer customers a simulated view of models wearing Asos product. The technology, developed in partnership with Israeli AR and artificial intelligence (AI) company Zeekit, simulates real-life model photography while Asos chooses not to work with models in-studio due to the COVID-19 pandemic.

Asos will digitally fit six models in up to 500 products per week. By digitally mapping each product onto the model in a realistic way, taking account of the size, cut and fit of each garment, the technology is designed to ensure product presentation remains as realistic and engaging as possible while supporting social distancing. 

In addition, Asos is using more “flat shot” images where items are photographed on a hanger rather than a model, and Asos influencers and models will continue to shoot product from their homes. 

The retailer trialed this technology in January 2020, during the launch of its “See My Fit” feature, which aims to help shoppers make more informed purchasing choices by better showing how products look on models that more closely reflect individual customers. Asos says its priority through the pandemic remains the wellbeing of its staff and customers, and this AR tool will ensure it continues to have new items dropping each week while providing customers with realistic product images.