Virtual try-on technology has been steadily evolving - but Doppl, Google Labs’ latest AI experiment, marks a definitive step into the future of fashion interaction.
Free to download (currently U.S. only) on iOS and Android, Doppl lets users upload a full-body photo and instantly visualise how any outfit might look and move on them. From thrifted gems to Instagram finds, users can snap, upload and watch their AI-generated selves walk, turn and style the piece - all in motion.
Where Google’s “Try-On” feature in Search stops at static images, Doppl turns styling into a dynamic, shareable, and surprisingly immersive experience. It simulates drape, flow and fit in motion - not just how something looks, but how it might feel.
This is important because shopping today isn’t linear. It doesn’t start on product pages - it starts in content. Style inspiration happens across TikTok, Threads, Pinterest, Reddit and resale platforms. Doppl builds a bridge between that moment of inspiration and self-expression. No search bar needed.
As Amanda Caswell recently explored for Tom’s Guide, Doppl’s edge is not just visual personalisation - it’s realism in motion. AI-generated videos bring a new level of intimacy and accuracy to online styling. You’re not just uploading your photo. You’re animating your taste.
That said, it’s still experimental. Expect glitches. Uploading can be patchy. Fit and fidelity aren’t perfect. Google has acknowledged this and says Doppl will evolve with better processing, more categories and international rollout. But the direction is clear.
Beyond the fun factor (and it is fun), this is a preview of what’s coming for brands and platforms:
Commerce that begins in content, not catalogues
Identity-driven retail powered by generative tech
Styling that moves from static to social
It also invites fresh thinking around data and privacy. Doppl uses your images to generate try-ons - and while Google claims robust safeguards are in place, users and brands alike will need to weigh innovation against trust as these tools scale.
But the bottom line is this: Doppl’s not just about trying on clothes. It’s about trying on versions of yourself, inspired by the culture you move through. That’s not just a product tool - that’s a platform opportunity.
And for brands watching closely? This is your signal. Style discovery is becoming performance-based, creator-led and AI-assisted. Welcome to the new fitting room.