ASOS launches hybrid approach to virtual try-on, giving customers a unique way to shop with confidence

London, 17 February 2026: ASOS today announces the launch ofits unique hybrid approach to virtual try-on, a new experience that lets customers see how selected products could look on them by uploading their own image or choosing an AI generatedvirtual model that representstheir likeness.

Across online fashion, shoppers are increasingly looking for ways to see how products could look on them,but what works best varies from person to person. Some favour the familiarity of uploading their own image, while others feel more comfortable using a virtual likeness that reflects their size, shapeor style.

This hybrid model reflects ASOS' focus on removing friction from fashion and giving every customer more confidence at checkout. By offering two distinct ways to try-on virtually, ASOS is responding directly to what shoppers say they want; more choice, more control and a more personal experience.

Virtual try-on initially launches in partnership with AI fashion platform AIUTA with around 10,000 products on the ASOS IOS app. The feature will be available to select UK and US customers before being rolled out more broadly. Each experience loads in just 4-7 seconds, well ahead of typical industry solutions, helping keep customers engaged, confident, and inspired.

Melissa Lim, Head of Digital Product at ASOS, 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.