London, 17 February 2026 — ASOS has rolled out a new hybrid virtual try-on experience designed to help customers judge how selected items may look before committing to a purchase. The feature gives shoppers two ways to preview products: either by uploading their own image or by selecting an AI-generated virtual model created to resemble them.
ASOS says the dual-option approach reflects how differently people feel about virtual try-on tools. Some prefer the familiarity of using a personal photo, while others are more comfortable exploring outfits through a digital likeness that matches their size, proportions or style—without sharing an image of themselves. By offering both routes, the retailer aims to make online fashion browsing feel more personal and reduce uncertainty at checkout.
The launch is being delivered in partnership with AI fashion platform AIUTA and begins with around 10,000 products available through the ASOS iOS app. The feature will initially be offered to selected customers in the UK and US, with wider rollout planned over time. ASOS also highlighted performance, saying the try-on experience typically loads in four to seven seconds, faster than many industry alternatives, so customers can test looks quickly and stay engaged.
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.”
ASOS, founded in 2000, serves 17 million active customers across more than 200 markets and sells its own brands—including ASOS DESIGN, ARRANGE, COLLUSION, Topshop and Topman—alongside a large selection of partner labels. The company says this hybrid virtual try-on release fits its broader strategy of removing friction from online fashion shopping while giving customers more control over how they discover and buy clothes.