By Malique Morris
Publication Date: 2025-12-18 05:30:00
It’s been almost eight years since Zalando first experimented with virtual fitting.
In 2018, the German e-retailer began developing its own software that can generate photos of customers wearing items from its catalog. But the introduction of open source models for major languages changed things and allowed Zalando to improve its image generation capabilities to the point where it could start rolling out virtual trials for customers. The company began conducting tests with small groups in 2022 and gradually added new features, such as a measurement tool that can create an image of a person’s body shape from an image and rotating 3D images. The company already saw advantages in the test phase: a test in April 2023 led to a 40 percent reduction in returns, said Reza Shirvany, head of applied science at Zalando.
Now Zalando is ready to launch its virtual try-on for all customers in 2026.
Generative AI “has reduced many barriers for companies, including ours, to innovate for customers,” Shirvany said. “The…
