Clothing retailer ASOS is taking a new approach to how it models its clothing, by showing the same outfit on a variety of body types.
Customers can view a select range of clothing items from its online store and see how they will look on three different body shapes.
The new style was first picked up by a Twitter user, and the company has told its customers to keep an eye out for it to roll out more broadly.
"We're always testing new technology that can make our customers' experience even better," ASOS said in a statement to Cosmopolitan UK.
In this case, we're experimenting with AR to show product on different size models, so customers can get a better sense of how something might fit their body shape.
The company's competitors will likely be taking note, with some happy customers taking to Twitter to celebrate the move.
"This helps massively, as I often wonder how clothes would look on me, when I'm clearly five sizes bigger than the model. Great move forward," said MysticMoon.
"Definitely have had to return stuff as I just didn't realise it would look so different on somebody with my body shape! So pleased to see all beautiful shapes and sizes represented," said Marcell Chamberlin.
"I return so much stuff because I look nothing like the model. In reality we need to change the bias behind towards thinness," added Kristabel Plummer.