Virtually trying on clothes using AI can help cut fast-fashion waste, study reveals

By Rebecca Beech, Senior Lecturer in Marketing, Oxford Brookes University

Renting clothing used to be restricted to a wedding suit or prom dress, but the options are growing and becoming more popular.

Today, you can rent clothes directly from other people through apps like By Rotation and Hurr, or go straight to high street brands such as John Lewis and Selfridges. Most clothing rental platforms are online only, so shoppers can’t test the fit, sizing or style before committing.

But in a recently published…

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