Asos launches AR “Virtual Catwalk” feature to its app

Asos has launched a new “Virtual Catwalk” features to its app, marking its first foray into augmented reality (AR).

Developed in partnership with AR firm HoloMe, the online giant’s new app allows users to point their smartphone camera at any flat surface to see a virtual model exhibiting the clothes on a catwalk.

Watch it in action here:

The new feature is now available through Asos’ app on iOS devices, and will be initially available on 100 new Asos Design products, which will display an “AR” button on their product page.

READ MORE: Puma launches worlds first AR shoes

This comes as the online fashion giant continues to experiment with new technology, having recently launched a voice shopping feature on Google Assistant, alongside an AI-powered Fit Assistant helping users find their perfect size.

“By allowing the consumer to bring mobile shopping into their own physical space, we can create a more intimate buying experience,” HoloMe’s chief executive Janosch Amstutz said.

“We are excited to see how our technology can be used as a new way to communicate to the customer.”

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