ASOS Debuts Size Inclusive See My Fit Tool As Diversity In Fashion Goes Mainstream

3 Mins Read

British online fashion and cosmetics retailer giant ASOS has just launched a new See My Fit tool on their platform to let users view dresses on 16 different body types across sizes 4 to 18. The tool, which was developed in partnership with Israeli augmented reality company Zeekit, aims to make the online fashion shopping experience more personalised, and is a nod to the industry-wide push towards diversity driven by consumers who are demanding authentic inclusivity from companies. 

Debuted on January 13th, See My Fit is fashion and beauty e-commerce behemoth ASOS’s brand new tool, which lets online shoppers view garments on a wide range of body types and sizes. Developed in collaboration with Israel-based augmented reality (AR) company Zeekit, the tool currently allows users of ASOS’s website view 60 different dresses simulated on 16 different body shapes and height on a diverse range of models, from sizes 4 to 18

Commenting on the debut of See My Fit, ASOS product designer Linda Martins tweeted, saying it is “a stepping stone allowing customers to see an item of clothing on a model like them.”

When the customer selects a model, See My Fit digitally maps the item of clothing onto the model in a realistic way, taking into account size, cut and fit of each garment. While the new feature is still in its trial stages, the company has indicated that it will become available in more sizes, models and clothing items in the near future, and will also launch on the app soon

“We’re using the latest in AR technology to put the power in our customers’ hands, so they can choose to view a dress on the model that they most identify with, in a way that wouldn’t be possible using traditional model-shooting techniques,” said senior content manager at ASOS Tim Carey in a statement. 

Founded in 2000, the ASOS has over the years grown into an e-commerce behemoth, attracting young adult shoppers across 196 different countries. In addition to featuring over 850 brands on its platform, ASOS has its own range of clothing and accessories too. 

While typically, the retailer displays clothing from its main collection on size 8 to 10 models, the launch of See My Fit comes as the company is striving to improve its diversity credentials. ASOS first piloted a similar feature back in 2018, when they began showing the same garment on four different models. In the same year, they introduced Fit Assistant, which uses machine learning to deliver personalised sizing recommendations for users. 

The news comes as diversity and inclusivity are the ultimate keywords taking over the fashion and beauty industry as we predicted in our Green Queen Trends Report released earlier this month. Whether it is about size, colour, gender, sexuality, age and identity, brands have to be inclusive in their communication, visual marketing and merchandising in order to stay relevant to consumers who are demanding authenticity from companies – they want “real” brands that they can relate to. Brands that have taken these considerations into account have been applauded, such as Rihanna’s Fenty Beauty line, which showcases makeup collections with over 40 shades. 

All images courtesy of ASOS.


  • Sally Ho

    Sally Ho is Green Queen's former resident writer and lead reporter. Passionate about the environment, social issues and health, she is always looking into the latest climate stories in Hong Kong and beyond. A long-time vegan, she also hopes to promote healthy and plant-based lifestyle choices in Asia. Sally has a background in Politics and International Relations from her studies at the London School of Economics and Political Science.

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