Yoox has introduced a new feature to its AI-powered virtual mirror app allowing customers to upload selfies to create their own personalised digital avatar. YooxMirror was launched last year, offering customers the ability to explore the retailer’s catalogue by virtually dressing an avatar called Daisy.

Now users won’t have to dress Daisy, but can instead upload a selfie or photo to create a personalised virtual 3D model of themselves, which they can then dress and share their favourite looks on social media. Dubbed “YooxMirror Reloaded”, the new app will give users access to 250 products every week organised in nine fashion themes presented as “stories”.

By analysing the visual elements of each item, including shape, colour and pattern, Yoox will use deep learning to suggest alternatives to each item, or ones that work best with each other. “Before Yoox, in 1999 you could only try on items in the changing room of a boutique, then with Yoox, your home became the new changing room,” Yoox chairman and chief executive Federico Marchetti said.

“And now, with YooxMirror, you can try on the clothes virtually. I’m proud of the pioneering innovations our talented R&D team continues to make to give our customers a truly memorable and interactive experience”.