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Asos’ new feature lets women *actually* see how clothes look on different body types


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Photo: Asos

Part of the problem with online shopping is that even if that swimsuit seems just right for spring break, it can be hard to tell how it will look on your (my) DDs. The same internet-buying problem holds true for that third piece, a pair of tracksuit pants, or really any article of clothing. Beyond reading user reviews (sometimes all-star shoppers even upload images), there’s not much you can do to ensure your order will actually fit. But to help you out with interpreting product images, Asos is trying on a new, techy approach for size.

“We’re experimenting with [augmented reality] to show products on different size models, so customers can get a better sense of how something might fit their body shape,” an Asos rep said in a statement.

The brand, which is already known for its size inclusivity (think: petite, plus-size, tall, and maternity), has begun featuring products on multiple models of different sizes. InStyle reported that this feature was first spotted by a Twitter user and then confirmed by Asos on its account. A statement shared with me from the brand explained, “We’re experimenting with [augmented reality] to show products on different size models, so customers can get a better sense of how something might fit their body shape.”

The move comes amid a changing fashion landscape that aims to reshape the industry in light of the better-late-than-never realization that bodies come in many sizes and forms (many of which include stretch marks, cellulite, and birthmarks). On Asos’ site, only four dresses currently feature the new AR photos, but the brand noted you can expect to see it continue to reach more products.

Between this and its new Clueless-style app, Asos is commanding what the future of shopping might (and, frankly, should) look like.

Inclusivity is also important in the beauty industry. Read about how this professor started an empowering online beauty store and how shade diversity has made Fenty so successful.  

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