Fashion brands using virtual try-on (2026 list)

The short version

• Shoes came first. From 2014 to 2022 most launches were augmented reality (AR) sneaker try-ons, because a phone camera can track a shoe on a foot: Lacoste, Gucci, GOAT, Dior, Vans, Amazon and Inditex brands.
• Clothing followed with generative AI. Since 2023 almost every launch covers clothing, and the leading approach is now an AI image made from the shopper's own photo or selfie: Google, Zara, ASOS, AMIRI, Diesel and Jil Sander.
• Many were pilots. Several earlier launches were time-limited trials or campaign lenses with no public sign they are still live.
• No vendor dominates. Large platforms built their own; brands used specialists such as Wanna, Snap, Veesual, Zyler, AIUTA, DRESSX and CATCHES, or Google's Cloud try-on API.

Shopping platforms and retailers

Marketplaces, department stores and search platforms that let shoppers try on clothes or shoes from many brands.

Fashion brands

Brands and brand groups that launched try-on for their own collections, on their site, in their app or in store.

The four kinds of try-on in this list

1. Live AR overlay. The phone camera shows the product on your feet or body in real time. Best for rigid items such as trainers; most common from 2014 to 2022, often as Snapchat campaign lenses.
2. Virtual models. The shopper picks a model with a similar body and sees the garment on them, without uploading a photo (ASOS See My Fit, Walmart Choose My Model, La Redoute, Eileen Fisher, Revolve).
3. 3D avatars. A body model built from measurements or photos, often with a fit map, tied to sizing rather than looks (Zalando, Mr P., Balmain, Bershka).
4. Your own photo with generative AI. An image of the shopper wearing the item, made from their photo or selfie. The main approach since 2025 (Google, Zara, ASOS, AMIRI, OTB, ChatGPT). Some retailers offer a virtual model as well, for shoppers who prefer not to upload a photo.

For how each works, see what a virtual try-on app is and AI vs AR try-on.

What this means for smaller fashion brands

Most of the launches above were custom projects or enterprise contracts. Since 2025, independent brands on Shopify can add the same own-photo approach as an app, with prices from free to a few hundred dollars a month (see what virtual try-on costs and 17 Shopify apps compared).

Two lessons carry over from the big launches. First, try-on shows how a piece looks, not whether it fits, which is why Zalando, Bershka and AMIRI tied theirs to sizing. Second, Google and ChatGPT now offer try-on beside listings from many retailers, so clean, front-on product images and text size charts matter even for brands that never install a tool. Google's virtual try-on for merchants explains the image rules.

Rendered Fits brings size recommendations from your own size chart, photo try-on and sized outfits to Shopify product pages, with a Free plan and Complete at $349 a month. See how it works.

How we built the list

We searched brand press releases and trade press (Business of Fashion, FashionUnited, TechCrunch, Retail Dive, Retail Week and others) for shopper-facing try-on launches for clothing or footwear, and kept only those with at least one public source. Beauty, eyewear, jewellery, bag-only and size-only tools are excluded. We left out launches that were announced but never confirmed live, such as Levi's "Imagine on Me", which was reported as in development. Some sources sit behind paywalls; the Victoria Beckham entry relies on its vendor's case study and Taobao's on Alibaba's own research paper. To suggest a correction or an addition with a source, contact us.