Walmart has launched a new feature on its app which lets customers virtually try on clothes before buying them.

The new feature, called ‘Be Your Own Model’, lets customers upload a picture of themselves and to see how an item of clothing looks on their bodies.

This follows Walmart’s acquisition of Zeekit, a virtual fitting room platform in May 2001.

Earlier this year, the retail giant launched a feature called “Choose Your Own Model”, which allowed customers to view clothing on a model with a similar body shape to themselves.

Instead of layering a photo of an item on top of another image, Walmart says that its technology uses algorithms and machine learning to produce a realistic image. This allows the customer to see how the fabric drapes and how different sleeve lengths look on different individuals, it said.

The new feature is available for around 270,000 items across different brands. Walmart aims to expand the number of participating brands in the future.

Commenting on the launch, the company said, “This experience allows customers to use their own photo to better visualise how clothing will look on them and creates a gamification of shopping that we believe will be very compelling to the customer.”

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