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Brief Published: 1 Oct 2012

Looklet Pioneers Virtual Models


Online retailers looking for ways to cut back on time-consuming, costly photo shoots to show multiple product variations are increasingly choosing to showcase their clothing on computer-generated models.

Swedish design agency Looklet is pioneering a system that lets retailers choose their model and add their clothes, and then allows shoppers to mix and match outfits online. The software was originally conceived as a styling tool for consumers to combine real garments on models. Looklet co-founders Adam Berg and Robert Ahlborg suggest that there are now many more advantages the technology can offer fashion brands: “Our process saves a lot of money since the big teams of models and photographers are no longer needed.”

Once the software is purchased, there is no need to pay or manage photographers, models or make-up artists for shoots. Instead, photographs of products can be combined with a stock of computer-generated figures and backgrounds. What’s more, the software can generate a range of body types and ethnicities subject to the client’s specification, allowing the package to be used anywhere in the world.

Swedish fast-fashion brand H&M and members-only e-commerce site Ventee-Privee are among the clients currently using these virtual clotheshorses on their websites. Find more on the rise of computer-generated models – both in-store and online – in our report Virtual Fitting Rooms.