Alice + Olivia used AI to let guests at its Spring 2027 New York Fashion Week presentation see themselves wearing the collection as it debuted on the runway. The show ends. The opportunity that moment created does not have to.
What Did Alice + Olivia Actually Do?
Alice + Olivia launched a "See Yourself in the Show" experience at its Spring 2027 presentation, held at 583 Park Avenue under the theme "Welcome to Wonderland." Glance served as the exclusive AI sponsor of the event.
Attendees could generate images of themselves wearing selected pieces from the collection as it was unveiled, rather than waiting weeks for the line to reach stores.
"Fashion has always been about imagination and possibility, and AI is opening up an entirely new way to bring that creativity to life," said Stacey Bendet, founder, CEO, and creative director of Alice + Olivia. "Partnering with Glance allowed us to blend technology and fashion in a way that feels innovative, immersive, and exciting for the future."
Naveen Tewari, founder and CEO of Glance and InMobi, framed the moment as a shift in how audiences relate to a collection debut. "Alice + Olivia is a visionary brand and one of the first names in fashion to treat a collection debut as something the audience participates in rather than watches passively," Tewari said.
Why Does a Runway Try-On Moment Matter Beyond the Show?
A one-night activation proves a real appetite exists. The harder question is what a brand does with that appetite once the guests leave the room and the collection moves to production.
That gap between imagination and representation is not new. Google's own research found 42% of online shoppers do not feel represented by standard model imagery, and 59% have felt dissatisfied with an item because it looked different on them than expected.
A fashion week activation solves that gap for one night, for the people in the room. The same problem is waiting for every other shopper the moment the collection actually ships.
DRESSX Has Been Building This Exact Experience Into Everyday Clienteling
DRESSX AI Customer Assistant was built around the same idea Alice + Olivia just proved out live: letting a client see themselves in a brand's latest runway looks, instantly after the show, integrated directly into CRM or client chat rather than a single physical activation.
DRESSX already runs this at the occasion-wear level in practice. Its work with Windsor Fashion focuses on personalized prom and wedding dressing, and Victoria Beckham uses DRESSX for an AI Twin try-on experience across its own ecommerce site.
The difference is durability. A runway activation runs for one night. A clienteling tool built on the same premise runs for every client, every new drop, indefinitely.
Turning One Night Into a Standing Advantage
A DRESSX Intelligence study of more than 1.2 million shoppers found personalized try-on experiences drove 50% more purchases and 44% Day-30 retention, the kind of return that a single-night activation cannot generate on its own.
Alice + Olivia and Glance showed what happens when a brand lets an audience see itself in a collection at the exact moment of excitement. The brands that turn that same moment into standing infrastructure, available to every client long after the show ends, are the ones that keep the advantage.
DRESSX AI Customer Assistant makes that infrastructure available today, built on the same virtual try-on technology behind DRESSX's other luxury deployments.
DRESSX has covered the broader impact of that technology in how virtual try-on helps fashion brands reduce returns.
