Google has launched Doppl, an experimental AI-powered app that enables users to virtually try on different outfits using just their smartphone. This innovative technology represents a significant leap forward in the global fashion industry’s digital transformation.
Available today (06.27.25) in the U.S. on both iOS and Android, the new app aims to blend convenience, fun, and practicality into the online shopping experience. The fashion tech market continues to expand as consumers seek more interactive shopping experiences.
Users begin by uploading a full-body photo of themselves. They can then add an image or screenshot of any outfit – whether it’s from social media, a thrift store find, or a search result. Doppl applies generative AI to produce realistic images and short video renderings of the user wearing the outfit, showcasing how the clothes might fit and move. The app uses advanced computer vision algorithms to analyze clothing items and body proportions.
“With Doppl, you can try out any look, so if you see an outfit you like from a friend, at a local thrift shop, or featured on social media, you can upload a photo of it into Doppl and imagine how it might look on you,” Google said in its blog announcement. Research shows that many online shoppers abandon purchases due to uncertainty about fit and appearance.
“Fit, appearance and clothing details may not always be accurate,” the company also offered a word of caution. This transparency reflects the current limitations of AI technology in perfectly replicating complex fabric behaviors and individual body measurements.
Though the app offers a novel way to visualise style, early user reports note a few quirks in its execution. Beta testing has revealed various accuracy challenges that Google continues to address through software updates.
The Verge has mentioned it occasionally misplaces pants or socks, and may distort body proportions, especially with mirror selfies. These technical challenges are common in early-stage AI applications and typically improve through continuous machine learning updates.
Doppl builds on Google’s previous virtual try-on tool introduced in May, which allowed shoppers to preview clothing on standard models. That initial tool demonstrated strong market demand for virtual fitting solutions across various demographics.
The new app enhances that capability by letting users try clothes on a virtual version of themselves, with animation capabilities to show movement. The animation feature simulates how fabrics drape and move during various activities, providing a more realistic preview experience.
Google hopes Doppl will help reduce online returns by giving shoppers a more realistic preview. Online fashion returns represent a significant cost for retailers, with poor fit being a primary reason for most returns.
Doppl is currently limited to the U.S. under Google Labs. As an experimental offering, Google is inviting user feedback to refine the app, especially its fit accuracy and video rendering. The company has assembled a dedicated team of engineers and fashion experts to continuously improve the technology.
There’s no announced timeline yet for global release. Industry experts anticipate international expansion could begin in the coming years, pending various regulatory and technical considerations.
The app represents Google’s broader strategy to integrate AI into everyday consumer experiences, following successful launches of other AI-powered tools. The company continues to invest heavily in AI research and development across multiple sectors.
Fashion retailers are closely monitoring Doppl’s performance, as virtual try-on technology could transform how consumers shop for clothing online. Major brands have expressed interest in integrating similar technologies into their e-commerce platforms.
Privacy advocates have raised questions about data collection and storage of personal photos, though Google has assured users that appropriate security measures are in place. The company has implemented various protection protocols for all user data within the app.
Early adopters report positive experiences, with many saying they would recommend the app to friends. Users particularly appreciate the ability to experiment with different fashion choices without the commitment of purchasing.
The technology could also benefit sustainable fashion initiatives by reducing impulse purchases and encouraging more thoughtful clothing choices. Environmental groups have endorsed virtual try-on tools as a way to promote more conscious consumption habits.
As Doppl continues to evolve, Google plans to add additional features and improvements based on user feedback to create a more comprehensive virtual shopping experience.
