Stitch Fix adds virtual try on feature

Stitch Fix is expanding its artificial intelligence (AI)-powered style visualization platform, giving clients a new way to see themselves in recommended outfits as they browse. The online personal styling service announced June 24 that clients can now generate images of themselves in suggested looks on demand.

The capability is part of Stitch Fix Vision, an AI platform the company rolled out in October that automatically sends personalized outfit imagery to clients each week. Now, instead of waiting for those weekly drops, shoppers can browse Stitch Fix Freestyle — the company’s on-demand shopping experience — and tap “See it on me.” From there, Vision generates a personalized image showing the client in that look.

Matt Baer, CEO of Stitch Fix, said in the company’s announcement that personalization has always been at the heart of the Stitch Fix experience, and they are building toward a future where clients can see themselves reflected throughout every step of their shopping journey.

Stitch Fix is No. 78 in the Top 2000 Database, which ranks the largest online retailers in North America by their annual ecommerce sales.

Evolution of Stitch Fix Vision

Stitch Fix first launched Vision in beta in October 2025. The company said Vision curates complete outfits tailored to each client’s unique preferences, drawing on its proprietary algorithms, stylist expertise and deep data. After clients upload photos through the Stitch Fix app, Vision generates an initial set of looks and continues adding new outfit ideas each week.

Those images live in a personalized Vision gallery, where clients can save or share outfits or buy items directly. They can also request pieces be added to their next “Fix,” the curated clothing shipments that anchor Stitch Fix’s business model.

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Client Spending and Engagement

Now, Stitch Fix is integrating Vision further into the client experience, allowing users to generate images around a look of their choosing. The “See it on me” feature is now available in Freestyle, wherever outfit recommendations appear. This gives clients more control over how they discover and visualize styles.

Baer said this is exactly the type of innovation that can deepen client engagement over time. The update turns Vision from a passive feed of outfit ideas into an on-demand platform.

AI Strategy and Trust Questions

Previously, Baer has said Stitch Fix’s proprietary data and algorithms give the company a competitive advantage. To power its AI tools, the company draws on billions of data points, including fit, budget and style choices. The tools include AI Style Assistant, a conversational feature that began rolling out in Stitch Fix’s iOS app last August.

In a blog post announcing that launch, Baer said AI Style Assistant engages in dialogue with clients and uses AI-generated outfit inspiration to help them articulate their individual style preferences. However, the update comes as retailers continue to see personalization as a growth lever, even as consumers remain skeptical.

A 2024 Deloitte Digital study found that 80% of consumers said they preferred brands that offered personalized experiences. Yet while 92% of retailers said they believed they delivered effective personalization, only 48% of consumers agreed.

For AI-generated apparel imagery, the trust gap appears even more specific. In a survey of more than 400 shoppers, Stylitics and Aha Studio found that 76% viewed on-model photos as the most useful format for making buying decisions.

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However, 71% said they couldn’t tell the difference between real and AI-generated apparel images. When shoppers knew a virtual model was used, 37% said they would be more careful about sizing, 37% said they would check the return policy and 30% said they expected they might need to return the product.

Stylitics and Aha Studio also found that 59% of shoppers wanted clear labeling on AI-generated content. The update lands as Stitch Fix works to stabilize its business after several years of declining sales.

For its fiscal third quarter ended May 2, the company reported net revenue of $340.3 million, up 4.7% year over year, and its fifth straight quarter of year-over-year growth. Active clients rose 0.9% from the previous quarter to 2.3 million.

Net revenue per active client climbed 6.6% year over year to $578. Stitch Fix is using AI across inventory management, pricing and marketing execution, as it looks to optimize efficiency and sharpen its retail advantage. Meanwhile, AI is also reshaping the company’s private-brand development.

According to Baer, Stitch Fix can now design a full assortment for an individual private brand in about a week, compared with a traditional multi-month design cycle. This is an example of how AI marketing is being used to improve the customer experience.

Stitch Fix is building on its success with a focus on innovation and client engagement.