e-tail

Decoded Fashion - Weekly Stories - Metail X Glamour
Image source: Glamour

Fashion tech start-up Metail has partnered with British Glamour Magazine to create a truly immersive online editorial fashion experience, which enables users to create 3D models of themselves in order to virtually try on clothing.

Accessible on smartphones, tablets and desktops, Glamour’s Metail collab site asks visitors to enter just three simple measurements – height, weight and bra size – before they are given estimates (which are fully adjustable) of their hip and waist measurements. After these details have been clarified, Metail’s technology generates a virtual version of the user’s body, dubbed a MeModel, which aims to depict how clothes viewed online would really look off-screen on the user’s body.

Users also have the option to personalise their MeModel even further by changing the skin tone or choosing whether its hair should be worn up or down. According to Metail, MeModels are 92-96% accurate to a user’s specific size.

For the collaboration, Metail and Glamour curated a clothing collection based on Gossip Girl character Serena Van Der Woodsen, who quickly became a style icon when the show first aired in 2007. Tom Adeyoola, CEO and founder of Metail, says of the partnership: “It’s exciting to be at the forefront of the online print industry by giving readers the opportunity to try on the stylist’s choice picks from high fashion to high-street stores on their own figures.”

Metail launched in February 2012 with the aim of increasing consumer confidence in buying clothing online. While the collaboration with Glamour is its first publishing partnership in Europe, the British tech start-up is no stranger to the fashion industry, having secured contracts with the likes of Evans, House of Holland, Clothing at Tesco and Little Mistress.

With its entertaining, interactive and simple interface, Metail shows potential to change the way women shop online by eliminating fashion e-tail’s Achilles heel: the inability to try before you buy.

Reported by Grace Howard

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