Augmented reality has helped shoppers virtually try on goods from retailers including Amazon, Warby Parker, and Fendi — but Hugo Boss is taking the feature to another level. The German brand has partnered with Reactive Reality, a leading 3D digitization technology company, to allow consumers to create personalized avatars based on their precise body measurements. The bespoke mannequins can then be used to try on clothes in a virtual dressing room with a staggering level of detail.
