> ## Content Index > Fetch the complete content index at: https://ftw.pi.tv/llms.txt > Use this file to discover other available public pages before exploring further. # True FIT AI Shopping Assistant, ASOS Virtual try-on, EU's Fashion Design Protection - URL: https://ftw.pi.tv/true-fit-ai-shopping-assistant-asos-virtual-try-on-eus-fashion-design-protection/ - Published: 2026-02-18T10:11:52.000Z - Updated: 2026-04-16T16:34:02.000Z - Description: True Fit launches an agentic AI fit assistant powered by 20 years of data; ASOS debuts hybrid virtual try-on with AIUTA, blending real photos and AI avatars; EU Court confirms fashion designs don’t need artistic originality to qualify for protection across the bloc. - Author: Will Milling - Tags: Fit, True Fit, e-commerce, EU, Asos, Virtual try-on, AIUTA ## True Fit Launches Agentic AI Shopping Experience Powered by 20 Years of Fit Data [True Fit has unveiled an agentic AI shopping assistant designed to tackle fashion’s most persistent conversion killer: “Will this fit?”](https://www.businesswire.com/news/home/20260217995165/en/True-Fit-Launches-Agentic-AI-Shopping-Experience-Powered-by-20-Years-of-Fit-Data?ref=ftw.pi.tv) Built on nearly 20 years of purchase and returns data (spanning $616 billion in transactions, hundreds of millions of shoppers, and 60 million products), the agent delivers real-time size and fit guidance directly on retailers’ product pages. The system identifies hesitation signals, recommends a single best-fit size based on actual keep-and-return behaviour, and integrates with platforms like Shopify with minimal engineering lift. ***Why it matters:*** Agentic commerce is quickly becoming retail’s new battleground, but in fashion, intelligence demands fit data. With nearly $850 billion in projected returns for 2025 and one in five online orders coming back, size uncertainty remains one of the industry’s most expensive problems. [True Fit](https://truefit.com/?ref=ftw.pi.tv) is betting that structured, proprietary fit data, will define which shopping agents actually move the needle on conversion and returns. --- [![](https://storage.ghost.io/c/f8/72/f872d3dc-1133-4876-98e5-c715db101f11/content/images/2026/02/RP-NYC26-MarketingSuite-Leaderboard-728x90.jpg)](https://pi.tv/events/205?ref=ftw.pi.tv) --- ## ASOS Launches Hybrid Virtual Try-On With AIUTA [ASOS has unveiled a hybrid virtual try-on experience, allowing shoppers to either upload their own photo or generate an AI model that reflects their size and likeness.](https://www.asosplc.com/news-and-media/latest-news/asos-launches-hybrid-approach-to-virtual-try-on-giving-customers-a-unique-way-to-shop-with-confidence/?ref=ftw.pi.tv) Built in partnership with [AIUTA](https://www.aiuta.com/?ref=ftw.pi.tv), the feature debuts on the ASOS iOS app with around 10,000 products, initially available to select UK and US customers. Each try-on renders in 4-7 seconds (faster than many existing solutions) aiming to reduce hesitation at checkout and boost purchase confidence. [![](https://storage.ghost.io/c/f8/72/f872d3dc-1133-4876-98e5-c715db101f11/content/images/2026/02/image-5.png)](https://www.asosplc.com/news-and-media/latest-news/asos-launches-hybrid-approach-to-virtual-try-on-giving-customers-a-unique-way-to-shop-with-confidence/?ref=ftw.pi.tv) Image: ASOS ***Why it matters:*** Virtual try-on has long struggled with a trade-off between realism and comfort - some users resist uploading photos, others distrust generic avatars. By offering both, ASOS reframes VTO as a flexible UX layer rather than a single tool. For fashion e-commerce, this shows a continued shift towards personalization at scale. Speed, optionality and psychological comfort matter as much as technical accuracy. --- ## EU Court Lowers the Bar for Fashion Design Protection [The Court of Justice of the European Union has delivered a significant win for commercial fashion design](https://www.mishcon.com/news/fashion-trends-in-eu-design-law-the-cjeus-judgment-in-deity-shoes?ref=ftw.pi.tv), confirming that EU design rights do **not** require originality, artistic merit, or a minimum level of creativity. In *Deity Shoes v Mundorama Confort and Stay Design*, the court ruled that even shoes built from supplier catalogues, with largely predetermined components and incremental tweaks, can qualify for protection, provided they create a different “overall impression” on an informed user. The judgment draws a sharp line between copyright and design law. Design protection exists to safeguard new and distinctive products that are functional and mass-produced, not to reward artistic genius. Predetermined features and trend-aligned aesthetics do not automatically strip a design of “individual character.” ***Why it matters:*** For brands working within tight supplier ecosystems and fast trend cycles, this materially lowers the bar to enforce design rights across the EU. In a social-media-driven market where silhouettes and details spread globally in days, the ability to protect commercially viable, trend-responsive products - without proving creative brilliance - strengthens the defensive toolkit for high-volume fashion players. [Fashion trends in EU design law: the CJEU’s judgment in Deity ShoesThe Court of Justice of the European Union has clarified the requirements for design right protection under EU law, following some uncertainties around the![](https://storage.ghost.io/c/f8/72/f872d3dc-1133-4876-98e5-c715db101f11/content/images/icon/apple-touch-icon-14.png)Mishcon de Reya LLPTina Kondouli![](https://storage.ghost.io/c/f8/72/f872d3dc-1133-4876-98e5-c715db101f11/content/images/thumbnail/ABXDOAAABUBYOAIAAAAAADIDQ4ARAEAQ74AAAAAAUAH5ABYAAEAP6.jpg)](https://www.mishcon.com/news/fashion-trends-in-eu-design-law-the-cjeus-judgment-in-deity-shoes?ref=ftw.pi.tv)