Finally!

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In an idea that couldn’t come soon enough, U.K.-based fast fashion retailer ASOS is using artificial reality to showcase how its designs look on people of different sizes. This comes as the retailer has promised to stop airbrushing its models, too. In fact, ASOS gets all sorts of applause for its diversity in models.

This clearly is a step forward on two fronts: AR is showing its usefulness beyond entertainment. The technology allows the retailer to envision how its 10,000 outfits will look — without the need to photograph each item 10 times. It also showcases just how important individualism is. It’s no longer enough to try to be inclusive. Perhaps this is how that 1:1 personalization gets a leg up.

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