Amazon is developing a fashion app that will allow consumers to trial outfits in a virtual changing room as avatar versions of themselves.

According to a UK patent filed by the retail giant, the app will mine user data to better provide recommendations on what they might like or need. After opting into data-sharing, users will have different data on their phones analysed, such as social media images of themselves and calendar events. Other information such as the weather where they live and where they like to spend their time will also be taken into consideration.

Images of the users taken from their phones will then be rendered into virtual avatars which will enable them to visualise recommendations. The user can then browse outfits and select likes or dislikes by swiping left or right.

The app will further allow users to discover new items of clothing by accessing different tabs such as “search by look”, “randomise” outfits, and “find more like this.” Wishlists and favorite outfits can then be shared on social media.

In recent years, Amazon has hinted at its ambitions of helping users better dress and shop in the home with a series of devices and patents. In 2017, it introduced the Echo Look which similarly analyses user photos to provide style recommendations; in early 2018, it introduced a patent not too dissimilar from this virtual changing room, where a smart mirror will virtually overlay clothes onto the user and place them in different scenarios; and in May last year, it began 3D scanning users in order to explore the future of fit.

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