Zara relies on artificial intelligence and launches its virtual fitting room: This is how it works

The leading fashion company has just introduced artificial intelligence to its mobile app to help its users

12/18/2025 – 7:59 p.m

Inditex’s flagship has integrated new functionality into its mobile application that allows customers Try on clothes virtuallywithout having to go to a store. It is a Artificial intelligence testerbased on the creation of hyperrealistic avatars that replicate the physiognomy of each user.

With this tool Zara strives for customers to be able to do this Imagine how the clothes will look on you before purchasing through a system that replicates your body and digitally adjusts the selected clothing.

This is how Zara’s virtual fitting room works

The functionality is integrated directly into the brand’s application. To use it, the user must enter the garment they want to try on and select the option “Prove”. From this step onwards, the application requests authorization Use personal images to create the avatar.

The process requires an upload from the client two pictures: a selfie and a full body photo with clothes. The system does not support nude images.

Once the images are sent, the system processes the information for a few minutes and then displays it complete look with the chosen item of clothing. From there, the user can modify the garments and create different combinations depending on their preferences.

Hyperrealistic avatars and personalized experience

The virtual changing room is designed for this Reproduce the user’s physiognomywith the aim of offering a representation that is as realistic as possible. Through the artificial intelligence, The avatar adjusts the selected clothing and enables digital evaluation of the fit, length and drape of the garments.

The experience comes entirely from the mobile application and is part of the new tools that Zara is integrating to improve its online channel.

Availability by country

At the moment this functionality is It is not available in all countries, as is the case in Spain.. However, users can try by changing the location of the application to one of the countries where it is already active, such as: Netherlands or Poland.

Activation by region responds to a phased deployment of the tool Zara is gradually implementing it in different markets. The introduction of the virtual fitting room is part of the initiatives that the Inditex Group has developed over time 2025Year in which the company celebrates its anniversary 50th anniversary. In this context, the company has promoted various measures related to technological innovation and the digitalization of the shopping experience.

Inditex also reported this at its last shareholders meeting entered the capital of the Spanish startup Thekerspecializing in artificial intelligence in robotics. This move reinforces the textile group’s interest in integrating technological solutions related to AI in various business areas.

With this new tool Zara adds the desired functionality make online purchasing decisions easierwhich incorporates artificial intelligence and personalized avatars as part of its digital strategy.