22 years ago Cher Horowitz revolutionised millions of girls' expectations of shopping with her virtual wardrobe. Fast forward to 2017 and the whole concept of 'virtual fashion' is basically a reality. Australian e-boutique Princess Polly is the latest in a slew of digital stockists to experiment with virtual changerooms , today launching a system in which you can 'virtually shop' their pieces. Here's how it works: You create an 'avatar' that is generated based on your height, weight, bra size, waist and hip measurements (you can also change the avatar's face to a model that best suits you), then you pick pieces from the online store and the avatar immediately "wears" them. Princess Polly aren't the first boutique to experiment with virtual changerooms (in fact, the technology first launched two years ago and was directly inspired by Cher), but they are the first major Australian retailer to adopt it. On the other side of the spectrum is luxury e-tailer Farfetch , who in April unveiled plans for new retail technology called 'Store Of The Future'. The concept? A technology system that connects online and offline shopping, by implementing in-store technologies that track your browsing habits and link them to your online shopping escapades. The first iteration of the technology is set to launch in the flagship Thom Browne store in New York later this year.
For the original version including any supplementary images or video, visit http://www.elle.com.au/fashion/virtual-shopping-online-future-of-fashion-13340