Close this search box.

Suits you sir? introduces celebrity opinions to virtual fitting rooms

This is an archived article - we have removed images and other assets but have left the text unchanged for your reference

Fashion fans who find it hard to get honest feedback from their friends while shopping online can now turn to celebrities from Gok Wan to Simon Cowell instead.

In response to research that showed a “significant” proportion of shoppers would welcome an objective opinion on potential purchases, virtual fitting room provider has introduced the option of hearing celebrity-voiced comments in its latest software update.

The comments will play once, at the point when the shopper believes he or she has come up with a final choice to avoid the possibility of feedback fatigue.

Voices can be chosen by the shopper, or played randomly, depending on the software. They include:

  • Gok Wan (shouting): “You’re looking fabulous, girlfriend!”

  • Obi Wan Kenobi (speaking calmly): “This is not the fit you’re looking for.”

  • Harry Styles from One Direction (singing): “That’s what makes you beautiful!”

  • “Wowzas, those are really great trousers!”

  • Paul Whitehouse: “Ooooh, suits you, sir!”

  • Mike Skinner, The Streets (rapping): “I think you are really fit (…you’re fit but my gosh don’t you just know it).”

  • Bart Simpson, proclaiming: “Eat my shorts! That outfit’s cool, man.”

  • Jeremy Clarkson: “As Sir Francis Bacon once said, ‘There is no beauty which hath not some strangeness about its proportions’.”

  • Simon Cowell: “It’s a yes from me!”

Loof Lirpa, Ph.D, of the University of Tartu in Estonia, is head of biorobotics and an adviser to He said: “It’s hard enough to get friends to give you honest feedback when shopping, but now we’re able to give shoppers instant verbal feedback on how an item fits from those at the top of the celeb pile. To have Gok Wan tell you look fabulous, would be, well, fabulous, darling!”

Tell us what celebrity voices you’d like to have offering your final fashion feedback? Who would you trust to have the last say on your fashion purchase, Simon Cowell or your mum?

Read More

Register for Newsletter

Group 4 Copy 3Created with Sketch.

Receive 3 newsletters per week

Group 3Created with Sketch.

Gain access to all Top500 research

Group 4Created with Sketch.

Personalise your experience on