Asos has launched Virtual Catwalk, its first augmented reality (AR) offering, developed in conjunction with HoloMe.

Available through the pureplay’s app on iOS 11.3 devices and above globally, a trial will run on 100 new-in Asos Design products. Users point their smartphone camera at any suitable flat surface and click the ‘AR’ button on the product page in-app. They will then be able to view models as if they were walking in front of them.

Janosch Amstutz, CEO at HoloMe, says: “By allowing the consumer to bring mobile shopping into their own physical space, we can create a more intimate buying experience. We are excited to see how our technology can be used as a new way to communicate to the customer.”

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