by Stephen Garner

Farfetch has launched a new feature that lets users try on sneakers virtually.

Developed in partnership with Wannaby, the online shopping platform debuted the technology last week on its iOS app with a selection of Off-White men’s and women’s sneakers.

This new feature enables customers to understand how the sneakers will look on their feet using augmented reality (AR). Farfetch says it’s the only multi-brand luxury player that offers AR try-on technology for sneakers.

“Delivering an immaculate experience by enabling our customers to experience the look and feel of real garments and clothing in an online setting is at the core of our ambitions,” Carol Hilsum, director of innovation at Farfetch, tells MR. “Matching photorealistic quality and operational process scalability will be a big step ahead for technology development.”

Asked if this technology will be expanded to be used in other product categories, Hilsum says: “We believe that virtual try-on is only at the beginning of its journey and we clearly see it as a core interface of the new retail environment. However, for each category, the technology needs to be adapted in order to reflect the best real-life user experience. As you know, luxury is in the details and we will always ensure to craft the right experience before moving further. Watch this space.”