Does ASOS Have Virtual Try-On? Inside Its AIUTA Partnership

ASOS has spent years trying to bring its return rate down, and virtual try-on is its newest and most visible attempt. Unlike a brand generating one type of preview, ASOS built its tool around a choice: use your own photo, or use a model that already looks something like you.

Does ASOS have virtual try-on?

Yes, since February 2026. ASOS partnered with AIUTA, described in coverage of the launch as a deep-tech startup, to build a virtual try-on feature that sits inside the ASOS iOS app. The retailer calls it a hybrid approach because it offers two starting points rather than forcing one.

How does ASOS's virtual try-on actually work?

• Upload your own photo: the shopper's actual photo is used as the base, and the selected garment is rendered onto it.
• Or choose a digital model: 20 AI-generated models are offered instead, covering a range of body types, sizes, and skin tones, for shoppers more comfortable seeing a representative figure than uploading their own image.
• Speed: ASOS states results load in four to seven seconds.
• Catalog scope at launch: roughly 10,000 products, not the full ASOS catalog.

ASOS has framed the choice between a real photo and a digital model as a direct response to customer feedback: some shoppers want the familiarity of seeing themselves, others want more control over what gets shared.

What does it cover, and what does it not?

The launch is deliberately scoped, not a full replacement for browsing the whole ASOS catalog with try-on turned on everywhere.

1. It is iOS app only at launch, not the ASOS website or Android app.
2. It is available to select UK and US customers first, not every ASOS market.
3. It covers about 10,000 products, a fraction of the retailer's full range.
4. The 20 digital models are a fixed set, not a fully custom avatar built from a shopper's own measurements.

Did it actually reduce returns?

ASOS reported a 160 basis point reduction in its returns rate, which works out to 1.6 percentage points. Coverage of the announcement is consistent on one point worth repeating here: this figure is tied to a broader returns overhaul at ASOS that included the AIUTA partnership, not a number isolated to virtual try-on by itself. No retailer running virtual try-on at this scale has published a return-rate figure attributed purely to the try-on feature alone, separated from every other change made at the same time.

What does this mean for a store outside ASOS?

ASOS joins a growing list of retailers building their own try-on tools rather than waiting for one to arrive. This blog has already covered Zara and Zalando's in-house virtual try-on tools and what Amazon's virtual try-on does and does not cover. ASOS's specific contribution is the hybrid choice between a real photo and a representative model, worth noting for any store thinking through the same tradeoff.

• It lives inside one retailer's app. A shopper who discovers a similar garment on a smaller store's own site does not get the same preview unless that store built its own.
• Scope is decided by the retailer, on its own timeline. Ten thousand products and iOS only at launch means most of ASOS's own catalog, and every non-ASOS store, is outside this feature entirely.
• A store's own product pages are not bound by any of that. Virtual try-on installed directly on a Shopify or WooCommerce store covers the garments that store actually sells, works on any device, and does not wait for a rollout schedule set by someone else.

One real difference worth calling out honestly: ASOS's digital-model option uses a fixed set of 20 avatars, a common way virtual try-on systems approximate different body types when a shopper doesn't want to upload a photo. Corlen works the other way by default, rendering directly onto the shopper's own uploaded photo, so the height, proportions, and body shape shown are theirs, not an approximation from a limited set of stand-in models.

See it on your own photo: try Corlen for free, no account needed for a first result. For merchants, Corlen adds the same kind of preview directly to a store's product pages through the developer API or a Shopify and WooCommerce install.