DRESSX has been featured in a new Forbes analysis of the rapidly evolving AI virtual try-on landscape. The article, titled “Google, DressX And The New Fashion AI Virtual Try-On Stack” by Moin Roberts-Islam (April 14, 2026), positions DRESSX as the specialist fashion AI company defining the upper tier of virtual try-on — the layer where brand identity, garment accuracy, and merchandising intelligence matter most.
As Google brings virtual try-on to the mass shopper across the U.S., UK, and India, and NVIDIA builds the retail rails around AI-assisted discovery, Forbes argues that fashion still needs a dedicated specialist layer above that scale. According to the article, DRESSX is making the case that brand-correct garment representations — not just plausible ones — are what premium fashion commerce actually requires.
A Specialist Approach to AI Virtual Try-On
Since 2020, DRESSX has been building fashion-native AI technologies, now spanning AI virtual try-on, content generation, digital merchandising, and campaign production. The platform works with brands including Burberry, Fendi, and Puma, alongside retail platforms such as Farfetch and Printemps.
Speaking to Forbes, Natalia Modenova, Co-founder and COO of DRESSX, summarized the distinction:
“Google is proving that virtual try-on works at scale, which is a major step for the category. But scale isn’t enough. Fashion requires a high level of accuracy, precision, and attention to the details when it comes to AI in merchandising and try-on. Brands care about drape, styling, silhouette, textures, fit, and brand identity — not just a generic visual output.”
DRESSX’s AI try-on is trained on large-scale, fashion-specific datasets and video-based inputs, enabling the system to analyze garments in motion and capture drape, structure, and fabric dynamics with a precision that static, image-based systems typically miss. The outputs are shaped by styling logic and brand-specific attributes, so garments appear on-model in a way that reflects each brand’s visual identity rather than a generic approximation.
The B2B Business Case: Conversion, Retention, and Returns
For brands and retailers, the ROI signals cited in the Forbes feature are significant. DRESSX reports:
10x higher conversion to purchase on the same PDPs for shoppers who engage with virtual try-on versus those who do not.
7x higher retention among users who interact with try-on at least once.
Up to 89% customer confidence in fit after interacting with DRESSX try-on, based on post-interaction surveys and behavioral data.
Daria Shapovalova, Co-founder and CEO of DRESSX, told Forbes:
“Sizing is not standardized across fashion. This is where virtual try-on moves beyond visualization into the kind of product intelligence that brands need. Our technology enables more accurate predictions — not just how something looks, but how it actually fits — and, as a result, helps retailers reduce return rates, addressing one of the largest and most expensive inefficiencies in a trillion-dollar industry.”
To date, the DRESSX platform has powered more than 23,000 virtual try-ons and recently launched AI-powered try-on directly within the Victoria Beckham ecommerce environment.
From Try-On Feature to Merchandising Infrastructure
Forbes highlights that AI try-on is no longer a novelty — it is becoming infrastructure. As Shapovalova put it: “Try-on is no longer just a consumer-facing visual trick. It’s becoming part of the infrastructure behind how fashion is marketed and sold.”
For DRESSX, this is the next frontier: connecting AI virtual try-on across the full product lifecycle, from content creation and campaign production to merchandising, personalization, and sales. The company is also developing AI agents and concierge-style shopping experiences in which try-on sits inside a broader layer that actively drives discovery, styling, and conversion.
The Layered Future of Fashion AI
The Forbes article concludes that the most credible outcome for the market is coexistence — a layered stack in which Google normalizes try-on for the mass shopper, NVIDIA builds the retail infrastructure, and DRESSX owns the specialist fashion layer where styling, merchandising, and brand fidelity matter most.
As Modenova told Forbes: “General-purpose platforms might win in general distribution numbers, but specialist fashion AI layers will win in a specific distribution niche that actually is a more profitable cohort, and a more predictable revenue driver.”
Read the full Forbes feature, “Google, DressX And The New Fashion AI Virtual Try-On Stack”, by Moin Roberts-Islam.
Explore the DRESSX Virtual Try-On B2B Solution
Ready to bring brand-accurate AI virtual try-on to your ecommerce experience? DRESSX partners with leading fashion brands and retailers to deploy AI try-on that drives conversion, reduces returns, and preserves brand identity — at the scale your business requires.
