Google has introduced a new experimental fashion discovery app called Doppl, giving users a way to try outfits virtually before they commit to buying anything. Virtual try before you buy tools are becoming increasingly common in retail, and Google is expanding the concept with a broader styling platform that goes beyond what individual stores typically offer. Doppl is available in the United States on both iOS and Android.
How Doppl Works
Users begin by answering a few questions about their personal style, selecting from suggested outfits, and uploading a full body photo. Those who prefer not to upload an image can choose an AI generated model instead. Doppl then creates a Discovery feed that presents personalized looks and recommendations. Within this feed, users can explore new clothing options, view AI generated videos of real products, and try on items virtually. Most pieces shown in the feed are shoppable, with direct merchant links provided inside the app.
User Uploaded Items and Limitations
Doppl does not restrict users to the items it suggests. Clothing images can be uploaded for virtual try on, although certain categories are excluded. Bathing suits, lingerie, shoes, and accessories cannot be uploaded, and sheer clothing that violates Google’s generative AI policies is prohibited. Doppl is available only to users who are 18 or older.
Virtual Try On Is Growing Across Fashion
Google is entering a rapidly expanding market. High end brands are adopting virtual try on to enhance the shopping experience. Gucci has collaborated with Wanna Kicks to offer AR sneaker previews, and Dior provides virtual try on for sunglasses and makeup as part of what it calls a seamless beauty to fashion experience. Louis Vuitton and Prada are also experimenting with similar tools.
Large retailers are embracing the trend as well. Walmart acquired ZeeKit, enabling virtual try on across its apparel catalog. ASOS launched a Virtual Catwalk feature to show outfits on different model types, and retailers such as H&M and Target now include virtual try on features for beauty products, home goods, and select apparel. Athletic brands are using the technology, too. Nike’s Fit app provides AR shoe sizing and try on, while Adidas has integrated virtual previews into its mobile app.
While Google is not the first to explore this space, its scale and influence could help Doppl become a significant player in fashion technology.
