There’s a shift happening in Australian fashion that most people outside the industry haven’t noticed yet. Virtual fitting rooms — the same technology that lets online shoppers see how a dress might look on their body — are now being used by brands and agencies to make casting decisions before a model ever steps into a studio.

I first heard about it from a booker at a mid-size Sydney agency late last year. She mentioned that two of her biggest clients had started requesting 3D body scans alongside traditional digitals. At the time, it sounded like a novelty. Six months later, it’s becoming standard practice for certain types of commercial work.

How Virtual Fitting Actually Works in Casting

The basic idea isn’t complicated. A model provides a set of precise body measurements — or better yet, a 3D scan — and the client’s design team can digitally drape garments onto that model’s virtual avatar. They can see how fabric falls, where seams sit, and whether proportions work before committing to a booking.

For e-commerce shoots, this is particularly valuable. Brands like The Iconic and Showpo are processing thousands of SKUs per season. If they can narrow down their casting from fifty models to five before anyone travels to the studio, the cost savings are enormous.

The technology itself has come a long way since those awkward early attempts. Companies like Zeekit (now owned by Walmart) and Australian startup TryOnAI have built platforms where the virtual draping looks genuinely realistic. We’re not talking about pasting a flat image onto a mannequin anymore — these systems account for fabric weight, stretch, and how different body types affect fit.

What This Means for Working Models

Here’s where it gets interesting for anyone building a modelling career in Australia right now.

Your digitals matter more than ever. Agencies have always told new talent that strong digitals are essential, but now they’re not just about showing your face and proportions to a booker. They’re being fed into software systems. Clean, well-lit, consistent digitals will perform better in virtual fitting platforms than artistic or heavily styled shots.

3D body scans are becoming a real asset. A few studios in Melbourne and Sydney now offer affordable body scanning services specifically for models. Getting scanned once gives you a digital file that can be sent to dozens of clients. Think of it as an upgrade to your comp card — a comp card that actually shows how clothes fit on your specific body.

It’s not replacing in-person castings. At least not yet, and probably not for editorial or runway work anytime soon. A go-see for a Vogue editorial still requires showing up and bringing your energy. But for catalogue, e-commerce, and commercial campaigns, the initial filtering is increasingly happening through technology.

The Bigger Picture

What I find fascinating is how this intersects with the broader conversation about AI in fashion. We’ve already seen AI-generated models appear in some advertising campaigns — a topic I’ve written about before. Virtual fitting technology sits in a different space because it’s enhancing real models’ careers rather than replacing them.

In fact, an Australian AI company recently noted that one of the biggest growth areas in fashion tech isn’t synthetic models at all, but tools that help real talent work more efficiently with brands. That tracks with what I’m hearing from agencies here in Australia.

The models who adapt to this technology will likely get more bookings, not fewer. If a brand can see that your body is the perfect fit for their spring collection before they’ve even called your agent, you’ve just jumped the queue.

Practical Steps for Models Right Now

If you’re working in the Australian market — or trying to break in — here’s what I’d suggest:

1. Ask your agency about virtual fitting requirements. Not all agencies are across this yet, but the ones working with major retail clients probably are.

2. Get a 3D body scan. Studios like BodyHub in Sydney offer scans for around $80-120. It’s a small investment that could pay off significantly.

3. Update your digitals regularly. Every three to four months, minimum. And make sure they’re shot against a plain background with even lighting. Fancy doesn’t help here — accuracy does.

4. Keep your measurements current and honest. Virtual fitting technology will expose inaccurate measurements immediately. The brands know this, and your agency knows this too.

5. Don’t panic about AI. The models who stay informed about these changes and adapt are the ones who’ll thrive. The technology is a tool, and right now it’s a tool that mostly benefits working models.

This industry has always rewarded people who stay ahead of shifts. Virtual fitting technology is one of those shifts. The models who understand it — and make themselves easy to work with through it — will be the ones bookers keep calling.

I’ll be covering more on this as the Australian fashion weeks approach. It’s going to be a fascinating season.