British online fashion retailer ASOS recently launched ‘Virtual Catwalk’, its first augmented reality (AR) experience, which will run on 100 new ASOS Design products. By pointing their smartphone cameras at any suitable flat surface and clicking the ‘AR’ button on the product page in the ASOS app, customers can view models as if they are walking in front of them.

‘Virtual Catwalk’ is available through the ASOS app on iOS 11.3 devices and above globally. London-based augmented reality firm HoloMe has helped ASOS develop the technology, according to some reports. The test is part of ASOS’ ongoing experimentation with new technology. A few months back, the company launched an Action on Google Assistant, allowing customers to shop with just their voice, and also introduced an artificial intelligence-driven Fit Assistant to help customers get the right size, first time.