UK online fashion retailer ASOS has launched its first augmented reality (AR) experience – ‘Virtual Catwalk’ – that lets customers view models as if they are walking in front of them.

The test feature is available through the Asos app on iOS 11.3 devices and above globally and will run on 100 new-in Asos Design products. 

Developed in partnership with London-based augmented reality firm, HoloMe, users point their smartphone camera at any suitable flat surface and click the ‘AR’ button on the product page in-app to view the virtual catwalk.

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

In recent months, Asos has launched an Action on Google Assistant, allowing customers to shop with just their voice, and has introduced an AI-driven Fit Assistant to help customers get the right size, first time.

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