Asos launches new AR 'virtual catwalk' feature

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Online fashion giant Asos has launched a new augmented reality (AR) feature on its first augmented reality experience, ‘Virtual Catwalk’.

The test feature, which has been developed in partnership with London-based augmented reality firm, HoloMe, allows shoppers to point a smartphone camera at any suitable flat surface and watch a virtual catwalk, as if it is happening in front of them.

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

The test comes as Asos, like many brands, continues to experiment more with new technology to enhance the shopping experience. In October, the online fashion retailer became one of the first fashion retailers in the UK to launch on Google Assistant,, allowing customers to shop using just their voice. A month later, the retailer announced the launch of an AI-driven Fit Assistant to help customers get the right size.

Asos’ new Virtual Catwalk 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.

Photo courtesy of Asos

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