Zara activates its AI-powered virtual fitting room in Spain

The digitalisation of retail continues to move forward, and Zara has taken another step in Spain. The brand has activated its virtual fitting room powered by artificial intelligence, a tool that has been live since mid-December in markets such as Mexico, the UK, Germany, the Netherlands and Italy. Its arrival in Spain is part of the gradual rollout of Inditex’s new AI-driven solutions.

This virtual fitting room is not just a technological novelty. It is one of the brand’s most ambitious initiatives aimed at transforming the online shopping experience. The goal is to offer a journey that feels more personalised, immersive and closer to the in-store experience.

A virtual fitting room exclusive to the app

The tool is available exclusively through Zara’s official app, not on its online store. To access it, users must open the product page of any item—whether from the women’s or men’s collections—and tap the “Try on” button located beneath the main image.

After accepting the consent notice, which informs users about the use of generative AI, the avatar creation process begins. The system requests two images: a selfie and a full-body photograph. These are used to generate a hyper-realistic, personalised avatar.

Avatars, full looks and 360° views

Once the avatar has been created, the fitting room shows how the selected garment would look on the user’s own body. The tool can also suggest complete outfits based on the initial item, expanding the experience beyond a single piece.

The result is generated in around two minutes. It includes a still image and a 360-degree video in which the avatar appears in motion. From there, users can add products directly to their basket or continue trying out new combinations.

Personalisation and fewer returns

Beyond its visual impact, the solution serves clear strategic goals. Zara aims to improve personalisation, reduce returns and increase the average order value. By presenting complete looks, the fitting room also acts as a source of inspiration, encouraging the purchase of full outfits rather than individual items.

The next step: the AI assistant

While the virtual fitting room is now live in Spain, the AI-powered shopping assistant has yet to launch in the local market. This tool is already available in other countries and will be accessible through both the app and the website.

The assistant will allow users to search for products by text or image, receive outfit recommendations based on the occasion, check in-store availability and resolve questions related to orders or returns. Its activation in Spain appears to be only a matter of time.