I love online shopping, so much so that I rarely go into stores nowadays. It's quick and convenient, delivery is easy, and returns are stress-free, too. Why would I brave the unflattering lighting you so often find in fitting rooms when I can try things on at home?
But I have to admit, the sheer amount of choice there is can be overwhelming. Plus, there is one thing I miss about in-person shopping, and that's having somebody to help with styling or sizes - someone who knows the brand I'm trying and knows fashion, who can suggest a top to go with those trousers, or the best way to style that dress. Enter Albaray's amazing new AI virtual store assistant.
It's a new shopping experience that will make finding the right pieces faster and easier. Rather than scrolling through pages of products, customers need only describe what they're looking for in everyday language, such as "I'm looking for holiday outfit ideas for a city break" or "I need more tops to wear with jeans".
In just the same way a store assistant or personal shopper would, AI then suggests relevant Albaray designs and styling ideas. What's more, on selected product pages, there's a virtual try-on feature. Simply upload a photograph of yourself, or use your camera to see what an item or outfit would look like on you in real time. And all from the comfort of your own home!
Curious to see how it worked, I gave the Albaray AI virtual store assistant three wardrobe dilemmas. Spoiler alert: it's super easy to use, even for this AI novice.
Outfit 1 - summer wedding
It's definitely helpful to give AI some helpful pointers, such as "I prefer arm coverage" or "I don't like V-necklines." I have to say, in this case, they couldn't have got it more right. I love leopard print and chocolate brown, and I'd wear either of these dreamy dresses to a summer wedding.
I'm going to say one thing about this dress, and it might mean you read nothing else: it's got pockets. The voluminous shape and blouson sleeves make it perfect for getting through these heatwaves, as well.
Chocolate brown is one of the biggest fashion colour trends for 2026, and this dress is currently reduced in the sale. The AI virtual store assistant clearly does know me well.
Outfit 2 - heatwave work outfit
I really struggle with trousers, as I'm quite pear-shaped and often struggle to find shapes that suit me or that I find particularly comfortable. Not a problem for my new AI friend!
According to the AI assistant, "These culottes are thoughtfully crafted from breathable organic cotton, making them a perfect, lightweight base for a polished work outfit that will keep you cool."
I wouldn't have gone looking for these on the Albaray website, but actually I really love the stripe print. I think sometimes I need pointing in the right direction, rather than shopping for the same styles I always buy.
Outfit 3 - the perfect jeans
Jeans have got to be the trickiest thing to buy online without trying them on first. But I was surprised at how helpful the virtual try-on feature was here. I normally associate Albaray with dresses, but I'm impressed at the different denim cuts AI suggested.
I love barrel leg jeans. The looser fit means they're comfortable, even in these temperatures, plus the tapered fit shows off your new pedicure and your summer sandals in all their glory.
Everyone needs a good pair of wide-leg jeans in their wardrobe, and these looked great in the virtual try-on paired simply with a white T-shirt and white trainers.
Shop the Albaray summer collection
If, like me, you can't get enough of leopard print, these are a great alternative to plain linen trousers this summer.
Polka dots are everywhere for summer, and this is a really subtle take on the trend. Wear this for any big occasion, from a day at the races to a birthday party.
You can't have enough white T-shirts at this time of year, and this off-shoulder shape is a really refreshing twist on a classic.
This holiday-ready dress will bring you a bit of joy whatever you're planning for the summer. The tropical print, bold colours and flattering shape are beautiful, plus it's machine washable.
Made from breathable organic cotton, these are in my shopping basket as I write. Balloon trousers are the shape of the season, and it might surprise you quite how flattering they are on.
You can't go wrong with a loose linen dress when the temperatures rise, and I love the colour of this airy maxi. It would look effortlessly glamorous teamed with plenty of gold jewellery.
Albaray is a British clothing brand founded by three women with decades of experience in the fashion industry. Sustainability is at the heart of the brand, and the result is thoughtfully-designed, versatile clothing that doesn't compromise on style.
The collections include responsibly sourced cotton, recycled fibres, linen and lower-impact materials wherever possible.
A post shared by Albaray (@_albaray)
A photo posted by on
It definitely took me by surprise, quite how helpful I found it to see photographs of myself in the clothing I was looking to buy. It might feel new and different at first, but you quickly get used to it, and it was very true to my body shape and colouring.
Albaray is currently offering customers 25% off with the code TRYON25, so what are you waiting for? Step inside the virtual fitting room now.
