Top Examples of AR in Fashion Retail: How Augmented Reality Is Changing the Way We Shop

Augmented reality is no longer just an experimental technology confined to innovation labs. Many well-known brands already use AR in fashion to solve real retail problems, such as helping customers choose the right size and making online shopping feel less abstract.

As the fashion industry continues to blend digital and physical experiences, AR plays a key role in closing the gap between browsing and buying. Rather than guessing how an item might look or fit, customers can instantly see it on themselves, in motion, and in real context.

Now, let’s take a closer look at how fashion AR works in practice and which brands are setting the standard.

What does “AR in fashion” actually mean?

In simple terms, fashion augmented reality (AR) uses digital overlays, typically 3D models, that are placed on top of the real world through a camera view. This most commonly happens on smartphones, but AR can also work through smart mirrors, in-store screens, or social media filters.

In fashion retail, AR is primarily used for:

• try on clothes, shoes, or accessories virtually
• visualize fit, proportions, and style
• explore products in 3D before buying
• enhance in-store experiences with digital layers

Unlike VR, AR doesn’t remove users from reality. Instead, it enhances what’s already there, making it far easier to adopt on a large scale.

Why fashion brands invest in AR

From a business perspective, AR addresses some long-standing challenges in fashion retail.

• Fit uncertainty, one of the main causes of returns
• Low engagement with static product images
• Lack of confidence when shopping online
• Disconnected omnichannel experiences

AR doesn’t replace physical shopping; it complements it. The result is a more informed customer who spends more time with the product and feels more confident clicking “Buy.”

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How is AR used in the fashion industry?

Augmented reality enhances how people discover, experience, and interact with products, both online and in stores.

• Virtual try-ons enable customers to see how clothes, shoes, and accessories look on them without going to a fitting room. This helps customers shop with more confidence anytime.
• AR fashion shows make runway events accessible to a global audience by offering immersive, front-row views through digital overlays and 360-degree experiences.
• Digital runway collections enable users to explore and interact with virtual garments before they are available for purchase, making high fashion more accessible to everyday shoppers.
• Brand storytelling uses AR to bring campaigns and brand heritage to life through interactive, memorable experiences.
• AR mirrors enhance in-store shopping by overlaying virtual outfits onto a shopper’s reflection, enabling quick comparisons and personalized recommendations.

Together, these applications demonstrate how AR in fashion blends creativity, convenience, and technology to modernize the retail experience.

Advantages of using augmented reality in fashion retail

The examples above should make it clear that AR in fashion retail is more than just a visual addition. When applied thoughtfully, it can support concrete business goals, from improving the customer experience to driving measurable results.

Here’s a closer look at the key benefits.

Create more immersive shopping experiences

AR enables fashion brands to transform browsing into an interactive experience. Rather than relying on static images, customers can virtually try on clothing, shoes, and accessories to see how different styles work for them in real time. This often encourages experimentation, helping people explore looks they might not have otherwise considered.

AR also enables deeper personalization. Experiences can be tailored based on body measurements, style preferences, or past behavior, making shopping feel more relevant and engaging than generic.

Support conversions throughout the sales journey

Customers who engage with AR are statistically more likely to make a purchase than those who don’t. When integrated into the sales funnel, AR helps guide shoppers from initial interest to confident decision-making. Virtual try-ons and interactive product views reduce friction, making it easier to compare options and move forward, whether the experience happens online or in a physical store.

Lower return rates

Returns are a major challenge in fashion retail, especially online. By letting customers preview how items fit and look before buying, AR helps set clearer expectations. When shoppers feel more confident about their choices, they’re less likely to return items – reducing operational costs and improving overall efficiency.

8 top real-world examples of AR in fashion retail

Burberry: Product discovery with web-based AR

Burberry has consistently used AR to improve the way customers discover products. Customers can view selected products, such as bags or sneakers, in 3D directly from their mobile browser without having to install an app.

This approach eliminates friction and makes AR instantly accessible. Rather than scrolling through images, users can rotate, zoom in on, and explore items at actual size, making the product feel more tangible.

Gucci: AR try-ons on social platforms

Gucci has embraced fashion AR through social media, particularly Snapchat. Users can virtually try on Gucci sneakers using AR lenses and see how the shoes look on their feet in real time.

This is a great example of how augmented reality in fashion can blend marketing and utility by combining entertainment with product exploration.

H&M: Getting dressed in the Metaverse

In January 2022, H&M entered the world of digital fashion by launching its first virtual clothing collection and holding a creative naming competition. Participants were invited to create original names for a set of digital looks offered exclusively as prizes.

The garments were never produced or sold in physical form. Instead, winners could “try on” the outfits by submitting a photo of themselves. H&M’s 3D designers then turned the photos into animated, shareable images for social media.

This initiative combined augmented reality (AR), digital design, and gamification to explore new ways of engaging with customers. It also reflects the broader concept of digital fashion: clothing created entirely in 3D and worn via avatars, augmented reality experiences, or digitally enhanced photos without physical production.

ASOS: “See My Fit” and body representation

ASOS introduced “See My Fit” to help customers visualize clothing on different body types. Using AR, shoppers can view garments on realistic models of different shapes and sizes.

Instead of focusing solely on novelty, this fashion AR example solves a real problem: understanding how clothes will look beyond a single sample size.

Nike Fit: AR for accurate sizing

Nike Fit uses a smartphone camera to scan a customer’s feet with augmented reality technology. The system takes precise digital measurements and recommends the best size for each shoe model.

This is one of the most practical uses of AR in fashion, as it helps customers get the right size and reduces returns.

Zalando: Virtual try-on via Snapchat

Zalando, one of Europe’s leading online fashion retailers, has launched a virtual try-on experience called Try On, which uses Snapchat’s AR Lenses. This feature enables users to try on selected items digitally from Zalando’s in-house brands, including Even & Odd, Zign, and Your Turn.

To use it, Snapchat users upload a full-body photo and select a garment within the lens. The AR technology places the clothing onto the image and automatically removes overlapping items to create a realistic result. Users can see how the outfit looks on them and easily share the image with friends for feedback.

Zalando has also run successful AR campaigns in partnership with Puma and its private label, Anna Field. Across both campaigns, more than 30,000 customers used the virtual try-on feature, demonstrating significant engagement with fashion AR.

Zara: In-store AR campaigns

Zara experimented with AR by enabling customers to point their phones at store displays and see models wearing the latest collections through animated overlays.

This demonstrates how fashion augmented reality can complement physical retail rather than replace it, transforming store visits into interactive experiences.

DRESSX: Digital-first fashion and AR wearables

DRESSX focuses on digital garments designed specifically for AR and online environments. Users can “wear” outfits virtually in photos and videos using AR technology.

This expands the scope of fashion AR beyond traditional retail into the realms of digital identity and self-expression, areas that are gaining traction alongside social media and virtual worlds.

How AR helps build customer loyalty

Customer loyalty isn’t just about discounts or reward points anymore. In retail, it’s increasingly shaped by how confident, understood, and engaged people feel when interacting with a brand. This is where AR in fashion (and retail more broadly) can make a real difference.

By blending digital content with the real world, AR turns shopping into a more personal and reassuring experience – one that customers are more likely to return to.

More personal and relevant experiences

AR makes it possible to tailor the shopping journey to individual preferences. Virtual try-ons, personalized product suggestions, and customized styling options enabling customers to explore products in a way that feels relevant to them. When people feel that a brand understands their taste and needs, the emotional connection naturally strengthens, which is an important foundation for long-term loyalty.

Less guesswork, more confidence

One of the biggest barriers to online shopping is uncertainty. AR removes that friction by letting customers preview products before committing. Whether they’re seeing how a jacket fits, how sneakers look on their feet, or how an item looks in their space, this added clarity leads to better-informed decisions. Over time, that confidence builds trust, and trust is key to loyalty.

Engagement through play and interaction

AR also opens the door to playful, interactive experiences. Brands can introduce game-like elements, such as challenges, interactive activations, or digital rewards, onto AR features. These enjoyable moments encourage repeat visits and deeper engagement. When shopping feels entertaining rather than transactional, customers are more likely to return.

Shareable moments extend the experience

Many AR experiences are visually striking, making them easy and appealing to share on social media. When customers post about their virtual try-ons or AR interactions, they create organic word-of-mouth promotion. At the same time, sharing positive experiences strengthens their connection to the brand.

A consistent experience across channels

AR can also unify online and in-store shopping experiences. Similar AR features that work across mobile apps, websites, and physical locations provide customers with a smooth, familiar experience, no matter where they interact with the brand. This consistency makes the brand seem reliable and approachable, which is another important driver of loyalty.

Is AR in fashion just a buzzword in 2026?

Augmented reality (AR) in fashion has evolved from an emerging trend into a proven tool that influences how people shop, explore, and connect with brands. From virtual try-ons and sizing tools to immersive campaigns and digital fashion, AR reduces uncertainty, improves engagement, and supports tangible business outcomes. As customer expectations continue to evolve, AR is becoming an integral part of modern fashion retail, both online and in-store. It is definitely something you should pay attention to.