LVMH Exec Invests in Gen AI-Enabled Virtual Try-On Tech
Luxury fashion executive Antoine Arnault, director of image and environment at LVMH, and the son of the company's CEO, is backing a virtual try-on technology called RealFit. The tech, built on Nvidia’s Cuda platform, looks to improve the accuracy of predictions by combining AI with physics-based simulation to forecast how fabrics will fit, drape and move on the body with millimeter-accurate garment realism.
The generative AI startup Catches is also supported by Arnault's partner, Natalia Vodianova.
“In fashion, the relationship between a garment and the person wearing it is essential. Any technology that helps bring that understanding into the online environment is an important step forward,” said Arnault in a statement.
LVMH recently integrated AI into its content creation processes to support the development of scalable digital marketing assets and experiences for Moët Hennessy, part of its wine and spirits division. The company partnered with Grip, a content configuration company, to develop the technology using Nvidia’s Omniverse platform.
Within RealFit, shoppers input their measurements and upload a photo to create a digital twin that can "try on" any garment in the collection on their own body. This allows them to switch between sizes to see exactly how a piece will fit.
The technology strives to strengthen the connection between brands and their consumers, increase purchase likelihood, and reduce returns due to poor fit.
The first public use of RealFit was with luxury brand Amiri, and plans for other brand launches are expected soon.
“The idea of digital craft — tailoring each client’s experience to feel personal and unique — and the ability to connect with them, whether in-store or through our digital flagship, strengthens the Amiri universe. This partnership represents the next step in how we engage with our clients around the world,” Mike Amiri, founder and creative director at Amiri, said in a statement.
