British retailer Marks & Spencer has partnered with Zyler to deliver an in-store virtual try-on experience for its Jaeger fashion brand.

M&S has brought the technology to its Pantheon in Oxford Circus, London, and Harrogate in Yorkshire stores.

The introduction of this technology provides a personalised shopping journey where customers can become the model. Shoppers add a head and shoulders photo and basic measurements to see themselves digitally in the Jaeger collection. Sales assistants are on hand to guide customers through the process and give style advice.

Alexander Berend, CEO of Zyler, described the partnership as “a wonderful opportunity” to get customers excited about shopping in-store.

“Shoppers can see themselves in the entire Jaeger range, including items not in stock at that location, to find the best items for them,” he said. “We are delighted to be working with such an iconic brand as Marks & Spencer to improve the shopping experience.”

Zyler is a brand of London-based software company Anthropics Technology, creator of software for photographers and retailers. Its mission is to make photorealistic fashion try-on the default way of shopping for clothes. It began developing Zyler in 2019 and says it is the only technology that requires no specialist onboarding from the retailer or the customer.