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Digital Fashion & Virtual Try-Ons: How UK Retailers Are Experimenting in 2025

  • Writer: Merna Atef
    Merna Atef
  • 24 hours ago
  • 2 min read

The shift is real: digital fashion & virtual try-ons UK 2025 are no longer fringe experiments, but fast becoming standard tools for forward-thinking retailers. From augmented reality mirrors in London boutiques to AI-powered smartphone apps that let you try outfits at home, the UK fashion scene is rewriting how consumers explore, discover and buy.

A recent trend-report by Voyado notes that “digital fashion, AI-powered tools and virtual try-ons are shaping the shopping journey” for UK brands in 2025. Meanwhile, global projections estimate the virtual try-on platform market will reach US$5.9 billion in 2025, with the apparel & fashion segment contributing roughly 39.6%.


Smiling woman interacts with a digital display showing clothing reviews and ratings. Mannequins in dresses are visible in the store window behind.

Why UK retailers are embracing virtual try-ons

Innovation in retail isn’t just about bells and whistles—it’s about solving real problems. For UK fashion stores:

  • Virtual try-ons reduce return rates by helping customers choose the right size and fit before purchase.

  • Digital fashion experiences allow brands to engage younger, tech-savvy shoppers who expect immersive and interactive features.

  • Virtual garments contribute to sustainability efforts: fewer samples, less waste, more digital-first design.

UK-based examples in practice

In London’s retail scene, several stores and tech-platforms are moving quickly:

  • At the Victoria and Albert Museum’s “Fashioning Identities” event, young designers offered digital-garment try-ons via AR tools.

  • Many UK retailers, as reported by Boutique Magazine, are integrating chatbots, AR mirrors and virtual fitting rooms to bridge online and in-store experiences.

What this means for shoppers and brands

For consumers, this means shopping looks different: you might scan a QR code in-store, overlay a dress on your reflection via your phone, or receive recommendations through AI as you browse online.For brands, the opportunity is significant: virtual try-on technology can become a differentiator in a crowded market, especially in UK retail where foot traffic and costs remain challenging.

Challenges and the evolution ahead

Of course, this shift isn’t without its hurdles:

  • Implementation cost: Even as SaaS platforms drop in price, deploying AR mirrors or full-body scans remains a strategic investment.

  • Consumer habits: Some shoppers still prefer physical fitting—and bridges between digital and physical must be seamless.

  • Data privacy and realism: Ensuring body scans or virtual images feel authentic, secure and respectful remains key.

Woman in a pink coat steps through a giant smartphone. A shoe shopping app and a photo of feet in black shoes are visible. Pastel background.

The future: Beyond the mirror

Looking ahead, digital fashion & virtual try-ons UK 2025 promise more than simply trying on clothes virtually. Expect:

  • Digital-only garments: Brands creating items purely for avatars or social-media, unlocking new revenue streams.

  • Integration with social commerce: Virtual try-on works directly in apps or on Instagram livestreams, reducing friction from discovery to purchase.

  • Deeper personalisation: AI fitting rooms learn preferences, body shapes and shopping history to deliver tailored recommendations rapidly.

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