Spanish shoppers now have access to a groundbreaking feature in the Zara app—a virtual fitting room powered by artificial intelligence. With just a smartphone and a couple of photos, users can see how selected clothes will look on them. The new technology creates a personalized avatar that closely replicates the user’s appearance, showing how garments fit both while standing still and in motion.
Previously, this feature was available only in certain countries, and Spanish users could access it only by changing the app’s region settings. Now, the virtual fitting room is officially launched across Spain—no extra steps required for activation. This move is part of Inditex’s strategy to expand its digital services and personalize the shopping experience.
Personalized avatar
To start using the virtual fitting room, update the Zara app to the latest version. After that, a ‘try on’ button appears when you select any garment—it’s located in the corner of the product image. On the first use, the system will ask for two photos: a portrait and a full-body shot. These images help create a highly realistic digital twin.
After uploading a photo, the app creates a personalized avatar that can be used to try on any items from the catalog. The user selects the desired products, taps ‘create look’, and within a couple of minutes receives the result. The virtual mannequin shows how the chosen clothes will look on a specific person, providing not only a static image but also a rotating 3D model, allowing users to see details from every angle.
Convenience and privacy
All created looks are saved in the ‘My Looks’ section of the personal profile. You can return to them at any time to compare options or share them with friends. The developers recommend using high-quality, well-lit photos to improve visualization accuracy. It’s important to note that the virtual fitting room only works in the Zara mobile app, not through the website’s browser version.
Before you start using the feature, the system asks for consent to process images. The user is notified that they are interacting with generative artificial intelligence and confirms their understanding of the privacy policy. Without this consent, the function cannot be used.
A new era of shopping
The introduction of a virtual fitting room marks a significant step toward the digitalization of the fashion industry. Now, shoppers can try on clothes from home and see in advance how an item will look on their body. This is especially relevant during sales seasons, when popular sizes sell out quickly and returns can become more complicated.
Artificial intelligence not only enhances convenience, but also makes the clothing selection process more thoughtful. A personalized approach helps avoid disappointment when an order arrives, and saves time spent shopping in stores. For many users, this could be a decisive factor when choosing a brand.
Technology and Fashion
The emergence of such services reflects a global trend toward integrating digital solutions into everyday life. Zara is among the first major brands to roll out these tools in Spain, focusing on personalization and advanced technology. Similar features are expected to appear at other retailers in the near future.
For now, the virtual fitting room is available only in the mobile app, but interest is already high. Users praise the service for its convenience and accuracy, as well as the ability to experiment with styles without wasting time or effort. For the fashion industry, this could signal the start of a new era where technology and style go hand in hand.
