Asos launched the feature in collaboration with AI fashion platform AIUTA.

Approximately 10,000 products are currently accessible through the ASOS app for iOS devices. The company plans a broader rollout following this initial phase but is yet to announce specific dates for wider availability.

The virtual try-on experience aims to address the growing demand among online fashion shoppers for more accurate previews of clothing items before purchase.

Industry data indicates that preferences vary, with some customers opting to use personal photographs, while others select digital avatars that reflect individual size, shape or style characteristics.

Asos Digital Product head Melissa Lim said: “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. Our hybrid approach meets them where they are, giving everyone a try on option that feels right for them.”

According to Asos, each try-on session loads within four to seven seconds, which is faster than many existing industry solutions. This quick response time seeks to maintain user engagement throughout the shopping process.

The development of this hybrid model aligns with Asos’ stated objective of reducing obstacles for consumers when purchasing fashion online.

By providing both image upload and AI-generated modelling options, the retailer is aiming to increase choice and enhance control over the shopping experience for customers.

This introduction follows a previous launch by Asos in October last year, when the company unveiled an immersive video shopping function within its digital platforms.