How clothes will REALLY look on you: Brand uses real women from size 6-22 to model its dresses – and claims ASOS’ ‘see my fit’ augmented reality tool gives ‘false expectations’
- Perfect Dress Company allows shoppers to see each item on different models
- Women across eight different sizes – from a UK 8 to a UK 22 – model each dress
- The approach gives shoppers a realistic idea of how each style will look on them
- ASOS has faced criticism over its misleading ‘see my fit’ tool that uses AR
A dress brand has unveiled a pioneering approach to online shopping that sees each item modelled by eight women with different body types.
Perfect Dress Company, based in Bournemouth, uses eight different models, ranging from a size 6-8 to a 20-22, to showcase each of its dresses online.
The aim is to allow female customers to select a model who best reflects their individual body type thereby giving a more accurate idea of how the garment will look.
Perfect Dress Company uses eight different models, ranging from a size 6-8 to a 20-22, to showcase each of its dresses online. It contrasts to similar tools available on sites like ASOS that use AR to achieve the same effect. Pictured, the Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 6-8 (left) and ASOS velvet mini wrap tux dress in a size 8
Sunny, founder of the Perfect Dress Company, hopes to give customers an accurate idea of how the dress will look on them. Pictured left, the Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 8-10. Right, a 5ft 7in ASOS model in the size 10
The Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 10-12, left. Right, the ASOS velvet mini wrap tux dress in a size 12 on a 5ft 11in ASOS model
It is similar to tools used by other retailers like ASOS that use augmented reality (AR) to digitally place an item on models of different sizes, without the women ever trying the clothes on.
Shoppers have praised ASOS for its ‘see my fit’ tool, saying it is ‘ahead of the curve’. However others argue it is misleading as it does not actually show how an item stretches, falls or hangs on different body types.
Pictured left, The Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 12-14. Right, the ASOS velvet mini wrap tux dress in a size 14 on a 5ft 10in ASOS model
Pictured left, The Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 14-16. Right, the ASOS velvet mini wrap tux dress in a size 16 on a 5ft 10in ASOS model
Speaking to FEMAIL, Sunny Bird, Founder of Perfect Dress Company, noted that ASOS’ AR approach is gives customers ‘false’ expectations and leads to disappointment if an item looks different on the shopper.
MailOnline has contacted ASOS for comment.
Sunny said: ‘You can’t just stretch a size 8 dress and use AR technology to put it on a size 22 model and expect it to fit or it to look the same.
‘This is what’s wrong with the fashion industry and gives people a false representation of how they will look in the dress, which leaves them feeling disappointed when they purchase the item.
Pictured left, The Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 16-18. Right, the ASOS velvet mini wrap tux dress in a size 18 on a 5ft 9in ASOS model
‘But not only that and more importantly our research revealed it can make women feel disappointed, sad and depressed as they feel it is their bodies fault that the dress or item of clothing doesn’t fit or flatter them.
‘Sadly I really think that this initiative by ASOS could contribute to mental health issues. The launch of AR advertising still does not consider or represent real and diverse body shapes inclusive of curves, lumps and bumps and this will create further problems with how women perceive themselves and is not a solution.’
Perfect Dress Company, launched last month, sells two different dresses in three different colours. Each dress is designed to flatter the female figure and enhance the shopper’s shape.
Pictured left, The Perfect Dress Company Drop a Dress Size Round Neck Short Dress in a size 18-20. Right, The Drop a Dress Size Round Neck Short Dress in a size 20-22
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