Google is expanding its generative AI powered virtual try-on (VTO) tool to the dresses category and has partnered with New York label Simkhai for the event.

The company said that since launching last year, “virtual try-on has been a success for shoppers and brands alike. Images with this feature on Search get 60% more engagement, and shoppers are more likely to visit a brand’s website after using it”.

Moving into the dresses category makes commercial sense for Google’s tool as it’s a top-searched apparel category. 

Of course, there’s a lot of tech expertise that has gone into his latest expansion because “dresses pose a unique challenge for virtual try-on tech due to their intricate details and the way they move with the body,” Google said.

Improved tech to help visualise them is claimed to “accurately capture every nuance of both the garment and the wearer, so you can better visualise dresses on models that resonate most with you from hundreds of brands”.

The Simkhai link-up from the NYFW show in recent days meant shoppers could virtually try on select dresses straight from the runway show and have the option to pre-order. 

Google also shared insight into the dresses consumers are shopping for at the moment and said the category is taking centre stage as the autumn season begins. Searches for “fall dresses” have increased by 260% in the past month.

Jewel tones are back in a major way this month with search interest in “burgundy fall dress” having increased by 110% while “burnt orange dress” was a breakout search.

High necklines are trending with “turtleneck sweater dress” becoming a breakout too, “inspired by runway trends”.  

People are also searching for “light brown dress” in large numbers. 

Sweater dresses are key and ”knee high boots” have been the top trending accessory searched with “sweater dress” in the past month, while “ribbed knit midi dress” searches have increased by 110%.

But while the sweater dress is the top trending dress type, pattern-wise, consumers are still into florals with the floral dress still a key search, although leaped print is also strong. Additionally, searches for “western dress” are currently at an all-time high and the milkmaid dress is the top trending dress so far this year.