Fashion brands have long used runway shows and lookbooks to create desire around new collections. At New York Fashion Week, ALICE + OLIVIA and Glance are testing a more personalized approach: letting attendees see themselves wearing the clothes as the collection is unveiled.

The fashion brand and Glance launched an AI-powered “See Yourself in the Show” experience during ALICE + OLIVIA's Spring 2027 New York Fashion Week presentation. The activation used Glance's AI virtual try-on technology to generate images of attendees wearing selected pieces from the new collection.

Rather than simply viewing models wearing the clothes, guests could place themselves inside the collection through AI-generated imagery. The experience reflects a broader shift in fashion discovery from static editorial content toward interactive, personalized commerce.

“Fashion has always been about imagination and possibility,” said Stacey Bendet, founder, CEO and creative director of ALICE + OLIVIA. She described the partnership as a way to combine fashion and technology around a more immersive experience.

For Glance, the activation also provides a high-profile example of how generative AI and virtual try-on technology can become part of the shopping journey rather than remaining separate experimentation.

From Lookbooks to Personalized Fashion Discovery

The traditional fashion marketing funnel largely separates inspiration from product interaction. Consumers see a runway presentation, browse campaign imagery or explore an online product grid before eventually considering an item.

AI-powered virtual try-on changes that sequence by putting the consumer into the visual experience.

At the ALICE + OLIVIA presentation, attendees used the Glance experience to generate images of themselves wearing selected Spring 2027 pieces. The technology effectively transformed the collection from something being observed into something participants could visualize on themselves.

That distinction matters for fashion marketers because apparel purchasing is inherently visual. Consumers often need to imagine how a particular garment might look on their own appearance, style and context before moving toward a purchase.

The activation does not eliminate the traditional fashion experience, but adds an interactive layer to it. For brands, that creates potential applications across launches, digital campaigns, social commerce, retail experiences and personalized product discovery.

Market Landscape

The partnership arrives as AI becomes increasingly embedded in digital commerce. Platforms and technology companies including Google, Amazon, Microsoft and Adobe are investing in AI-assisted discovery, personalization and commerce experiences, while retailers are exploring ways to shorten the distance between inspiration and purchase.

Virtual try-on is particularly relevant because it addresses a longstanding limitation of online apparel shopping: consumers cannot physically test how products will look before buying.

Glance's approach places that capability within a fashion-event environment rather than limiting it to an ecommerce product page. That makes the activation notable from a marketing perspective. The technology becomes part of the brand experience itself.

There are still practical challenges. AI-generated fashion imagery needs to represent garments accurately, preserve important design details and avoid creating misleading expectations about fit, color or appearance. Brands also need to consider image permissions, privacy and how generated experiences connect to actual commerce.

For enterprise fashion marketers, the larger opportunity lies in combining generative AI, visual commerce and personalization. A successful implementation could allow a collection launch to simultaneously generate awareness, personalized content and shopping intent.

Strategic Outlook

The ALICE + OLIVIA and Glance activation points toward a fashion marketing model in which consumers increasingly participate in collection storytelling.

The significance is less about replacing traditional runway presentations than about adding an interactive commerce layer around them. If virtual try-on can move from novelty to measurable product discovery and conversion, fashion brands may increasingly use AI to personalize major launches in real time.

That could make the next generation of digital fashion campaigns less about showing consumers what a collection looks like—and more about helping them imagine themselves in it.

Top Insights

• ALICE + OLIVIA and Glance brought AI virtual try-on to Fashion Week, turning collection viewing into a personalized consumer experience.
• The activation moves fashion discovery beyond static lookbooks by allowing attendees to visualize themselves wearing selected Spring 2027 pieces.
• AI-powered visual commerce could help apparel brands shorten the journey between inspiration, product consideration and purchase intent.
• Fashion marketers may increasingly combine generative AI, personalization and virtual try-on across launches, ecommerce and social commerce.
• Accuracy, privacy and clear representation of garments remain important challenges as AI-generated fashion experiences move toward mainstream commerce.

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