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Hugo Boss Lets Consumers Virtually Try on Clothes

The PictoFit Mirror lets customers create a digital avatar of themselves.

Luxury Fashion House Hugo Boss is launching a feature that allows its customers to virtually try on garments. The company is deploying Reactive Reality’s PictoFit Mirror, an AR software that enables fashion retailers to offer virtual try-on experiences. Other companies using PictoFit include Shopify and Microsoft.

“Shoppers are looking for immersive, virtual retail experiences,” says Microsoft Chief Marketing Officer Chris Capossela, according to Reactive Reality’s website. “Innovators around the world are exploring how to use AI to bring more value to customers…opening the door to truly magical things… and tech from Reactive Reality help power the process.”

The AR software platform allows companies to build virtual fitting rooms where users can try different garments on a virtual representation of themselves. For now, Hugo Boss is only utilizing the technology at its retail locations, where consumers use a tablet to interact with the virtual fitting room. In the future, however, users will likely be able to connect their smartphones to the PictoFit mirror for use with the fashion house’s e-commerce website.

PictoFit allows customers to create a digital copy of themselves with roughly 93 percent accuracy. To make their avatar, users will need to input their measurements to enable the AR tech to accurately represent how they will look in each garment.

The Future of Virtual Fashion

The fashion industry continues to be a prevalent force in the metaverse. Timberland recently created a design studio within Fortnite, while Gap hosts a VR experience in Roblox. Gucci also established a presence in the Roblox metaverse with Gucci Town.

Additionally, Louis Vuitton’s NFT game, Louis: The Game, reached two million downloads in April 2022. The game consists of two levels in which players must collect a sixteen-page manuscript and 200 candles. Likewise, Yeezy, Gap, and Balenciaga promoted a new clothing line this summer with the launch of a mobile. In the game, players fly through the sky collecting birds.

Written By

Jack Brassell is a freelance journalist and aspiring novelist. Jack is a self-proclaimed nerd with a lifelong passion for storytelling. As an author, Jack writes mostly horror and young adult fantasy. Also an avid gamer, she works as the lead news editor at Hardcore Droid. When she isn't writing or playing games, she can often be found binge-watching Parks & Rec or The Office, proudly considering herself to be a cross between Leslie Knope and Pam Beasley.

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