Would you want to be your own e-commerce model?
The question, posed by Vogue Business’s Maghan McDowell, captures the fashion industry’s latest turning point: the rise of photorealistic personal avatars that let shoppers see themselves in any outfit, instantly.
Thanks to advances in generative AI, fashion’s decades-long dream of digitized self-try-on is finally becoming reality, and DRESSX Agent is helping to lead that transformation.
The Rise of the AI Twin
As Vogue Business notes, “photorealistic AI twins are entering the mainstream,” with tech companies across the industry now making it possible for shoppers to “digitally dress images of themselves that mimic professional e-commerce models.”
From AI-powered try-on to virtual styling, this new wave of innovation allows shoppers to upload a selfie, create their digital double, and start mixing and matching looks from global retailers.
Dorian Dargan, co-founder of Doji, told Vogue Business, “This technology is now really good enough to do something that the fashion industry has wanted to do for about 30 years… Fashion felt like the perfect place for this.”
How DRESSX Agent Fits In
Among the companies mentioned by Vogue Business as shaping this new landscape is DRESSX, whose newly launched platform DRESSX Agent “enables people to mix and match outfits from retailers including Farfetch, Mytheresa, Ssense and Diesel.”
Built on DRESSX’s pioneering expertise in virtual fashion, DRESSX Agent reimagines the shopping flow for the modern consumer:
Chat → Try On → Mix & Match → Try On Again → Buy.
It’s a seamless cycle of exploration and instant gratification, powered by cutting-edge AI.
To create a personal AI twin, users enter their height, clothing and shoe size, and upload a selfie. Within moments, they can see how real-world fashion looks directly on them, and not on a model.
As Vogue Business highlights, this system brings a new level of personalization and engagement: “Altogether, this provides the type of engagement and personalization that retailers chase, in turn providing data on what people try on.”
For fashion partners, DRESSX Agent offers white-label technology, allowing brands to integrate AI-powered try-on directly into their own campaigns and VIP experiences.
For those interested in how this technology is reshaping personal styling, our article Personal AI Twins, Luxury Marketplaces, and Instant Styling: Meet DRESSX Agent dives deeper into the evolution of DRESSX Agent and the flow of chat, try-on, and instant purchase.
The Psychology of Seeing Yourself
While the technology is groundbreaking, it also raises fascinating psychological questions. As McDowell writes, “Rather than recreating an anatomically exact 3D render… generative AI essentially ‘guesses’ at how to fill the gaps.”
Some services idealize proportions, while others aim for raw accuracy — each choice shaping how users feel when they see their digital selves. Research cited by Vogue Business shows that “viewing one’s avatar in 3D resulted in decreased body satisfaction and mood,” yet people “are more inclined to purchase if the image is idealised.”
That emotional complexity sits at the heart of DRESSX’s mission. As co-founder and CEO Daria Shapovalova told Vogue Business, “Fashion is about magic. Sometimes, you would want to see Zendaya in a campaign rather than yourself; or maybe, when there is a star of a campaign, you also add yourself.”
DRESSX Agent embraces both possibilities: the aspirational and the personal, giving users the freedom to explore identity, style, and confidence through digital self-expression.
Why It Matters for Brands
For fashion brands, this shift represents a new era of consumer connection.
As Farfetch’s VP of growth marketing Erwan Jacob explained to Vogue Business, partnering with DRESSX Agent “allows us to reach a younger, digitally native audience with next-generation AI try-on, creating a more personal and immersive shopping experience that is globally accessible.”
That’s exactly where the fashion industry is headed: toward interactive, inclusive, and data-driven retail experiences that reflect the shopper’s individuality, not a one-size-fits-all model.
DRESSX Agent’s infrastructure empowers brands to meet this demand, offering customers a try-on experience that’s playful, photorealistic, and conversion-optimized.
To explore other emerging tools shaping the virtual wardrobe ecosystem, check out our feature on The Top 5 Tools to Build Your Virtual Wardrobe in 2025.
A Future Where Fashion Is Personal
Whether users prefer to see themselves or their favorite icons in new-season looks, the age of passive browsing is ending. The Vogue Business article makes it clear: “Whether or not people take to their AI likenesses splashed across the internet will determine the next phase of online shopping.”
At DRESSX, that phase is already here. With DRESSX Agent, the line between e-commerce and self-expression is dissolving, creating a world where shopping feels personal, inspiring, and limitless.
