ASOS has accelerated the uptake of Augmented Reality to simulate real-life model photography in response to the Covid-19 pandemic.
The global online fashion giant is using technology developed by Israeli AR and AI firm Zeekit, with whom it trialled its See My Fit feature at the start of the year, and will be offering customers a simulated view of up to 500 products each week on six real-life models.
By digitally mapping each product onto the model in a realistic way, taking account of the size, cut and fit of each garment, the technology ensures product presentation remains as realistic and engaging as possible while supporting social distancing by removing the need for models to enter the ASOS Studios.
The move was introduced to protect model and staff wellbeing during the crisis and is one of a number of initiatives being employed to get around the inability to carry out photoshoots, such as asking models and ASOS Insiders to shoot products from home, and using more “flat shot” images where items are photographed on a hanger rather than on a model.
Tim Carey, Senior Content Manager at ASOS Studios, said: “We’re fortunate enough to have been experimenting with Zeekit’s AR technology for a while, which has meant that we could scale this tech up at short notice. It’s a great tool for us to have at our disposal, helping us drop new items on site each week and provide customers with realistic product images in a studio setting, while protecting the wellbeing of our models and staff.”
Yael Vizel, CEO at Zeekit, said: “At Zeekit, we’re excited to combine our passion and expertise for high-quality digital dress up with the care for social distancing and public health. Digital dress up brings to life the powerful capabilities of generating beautiful fashion content with a click of a button, on any real-life model or customer – without leaving home.”