In Russia, Shoppers Can Now Create and Try On Fashion Looks Directly on Their Phones
When buying clothes on marketplaces, customers can now try items on virtually and build complete outfits using a new digital platform.
A new platform called TryOnAI has launched in Russia, offering virtual try-on for clothing and accessories along with AI-powered styling features. The product is designed to integrate with fashion brands, marketplaces, and online retail platforms, though its end users are everyday shoppers. TryOnAI uses image analysis and generative AI models to show how items look on a person and to help users assemble outfits.
Fashion Meets Technology
TryOnAI grew out of Clouty, a fashion-technology project that has been operating since 2016. Over the years, the team evolved from a fashion-product aggregator into a developer of its own digital retail tools. The platform’s launch comes amid a clear shift in consumer behavior, with visual content becoming one of the key drivers of online sales. According to Hootsuite’s Social Trends 2025 report, more than 5 billion people use social media, and a significant share of users search for products and brands there. McKinsey estimates that around 70 percent of fashion purchases today are shaped in one way or another by digital influence.
Trying On by Photo
TryOnAI users can try on clothing and accessories using their own photos or models from the platform’s catalog, combine different items, and create complete looks. The system handles complex garments accurately, conveying fabric textures, layering, and accessory details such as transparent eyeglass lenses or light reflections. Users do not need a photo studio, 3D scanning, or manual image editing, as all visualization is generated directly within the application.
A Global Trend
Similar technologies are already being adopted by major market players. Amazon is developing Virtual Try-On for clothing and footwear, Zalando is experimenting with digital avatars to show garment fit, and Snapchat offers brands AR-based try-on for accessories. TryOnAI addresses comparable challenges but places particular emphasis on integrating into retail infrastructure and reducing customers’ content creation and operational costs.
According to Pavel Kolesnikov, CEO of Clouty and TryOnAI, the platform was conceived as a practical tool for digital fashion. The goal goes beyond visual effects to include clearer choice-making for shoppers and lower costs for brands and online stores.
