Stopping by outlets and department stores to try on shoes is so passé, if you ask Gucci. The Italian luxury fashion brand today launched a refreshed iOS app that lets customers virtually “try on” its Ace sneakers collection, courtesy of augmented reality (AR).

It’s almost like fitting shoes in person — but not quite. Within the Gucci app, users pick the Ace sneakers of their choice and point their phone’s camera at their feet, after which they’re prompted to try the shoes on virtually. A built-in photo feature lets them capture themselves “wearing” the models that speak to them and share their snaps via text, email, or social media.

The app is made possible by on-device and real-time machine learning algorithms that suss out the position of the shoes in space while accounting for color, texture, and lighting variations, plus a fully equipped printing studio that Wannaby uses to create 3D sneaker models. The end result is foot-tracking tech that’s robust enough to adapt to different camera angles and follow footsteps as feet move and rotate.

Underlying the whole thing is tech supplied by Wannaby, a Belarus-based startup on a mission to build AR commerce experiences. Earlier this year, it launched a beta of its latest app — Wanna Kicks — that similarly lets shoppers try on, fit, size, style, and personalize shoe SKUs from an extensive catalog.

Wannaby competes with L’Oréal’s ModiFace, which develops custom AR hair, cosmetics, and jewelry apps for brands like Amazon, Sephora, Estée Lauder, and well over 80 others.

Source: Venturebeat