Antoine Arnault just put money behind technology that could change how people shop for luxury clothes online. The LVMH director of image and environment invested in CATCHES, the company behind RealFit, an AI tool that promises millimeter accurate virtual try ons using physics simulation. This move comes as luxury brands fight high return rates and seek stronger connections with online customers.
RealFit lets shoppers create a digital twin from a photo and measurements, then see exactly how garments fit, drape and move on their own body.
RealFit Combines AI With Physics for True to Life Results
CATCHES launched RealFit at the NVIDIA GTC conference in mid March 2026. The platform runs on NVIDIA CUDA technology and adds physics based modeling to generative AI. This approach solves a common problem with earlier virtual try on tools that often looked artificial and failed to show real fabric behavior.
Shoppers upload one photo and enter basic measurements. The system builds a personalized digital twin. Users can then try any item from a brand collection and switch sizes instantly to compare fits. The simulation shows how heavy fabrics fall or how lightweight materials move with the body.
This level of realism aims to make online shopping feel closer to an in store experience.
Early tests suggest the technology understands real materials, cuts and sizing variations across different brands. CATCHES raised 10 million dollars in funding. Investors include Antoine Arnault and his partner Natalia Vodianova along with experienced tech and fashion executives.
Amiri Becomes First Luxury Brand to Go Live With RealFit
California based luxury label Amiri rolled out RealFit as the first public user. Shoppers visiting the Amiri website can now use the tool to preview pieces from the collection on their own digital twin.
Mike Amiri, founder and creative director, shared his thoughts in a statement. He highlighted the idea of digital craft that makes each client feel the experience is personal and unique. This partnership helps strengthen how Amiri connects with customers worldwide, whether in stores or through its digital platforms.
Additional luxury brands are expected to launch RealFit in the coming months. The technology targets both high end and broader fashion retailers looking to solve fit uncertainty.
Antoine Arnault Sees Virtual Try On as Key to Online Fashion
Antoine Arnault knows fashion intimately through his role at LVMH. In his statement about the investment he said the relationship between a garment and the person wearing it remains essential. Any technology that brings that understanding into the online world marks an important step forward.
His involvement carries weight. As son of LVMH chairman Bernard Arnault, Antoine oversees image and environmental efforts across the group. LVMH has quietly expanded its use of AI in other areas. The company worked with Grip to develop content tools using NVIDIA Omniverse for its Moët Hennessy wine and spirits division. These efforts focus on scalable digital marketing while protecting core creative work.
Luxury groups like LVMH move carefully with new technology. They call it quiet tech, using AI behind the scenes to support human creativity rather than replace it. RealFit fits this approach by enhancing the personal connection customers feel with garments.
Fashion E Commerce Struggles With Fit and Returns
Online fashion faces a persistent challenge with returns. Industry data shows apparel return rates often range from 20 to 30 percent, with some categories reaching 50 percent. Fit issues drive most of these returns. Customers order multiple sizes to try at home, then send back what does not work.
This pattern creates costs for brands and environmental waste. Shipping returns burns fuel and adds packaging. For luxury buyers, the frustration of waiting for the right fit can damage trust in online shopping.
RealFit targets this pain point directly. By showing accurate previews before purchase, the tool aims to boost buyer confidence and cut unnecessary returns. Early virtual try on studies have shown potential to reduce returns by up to 20 or 30 percent while lifting conversion rates.
Here are the main ways RealFit could help:
- Creates personalized digital twins for accurate body representation
- Simulates real fabric physics including drape and movement
- Allows instant size comparisons without multiple orders
- Builds confidence that leads to higher purchase completion
- Supports brands in maintaining strong customer relationships online
LVMH and other groups continue exploring AI across operations. From design assistance to personalized client experiences, the technology serves as a supporting tool that keeps human judgment at the center.
What This Investment Means for Luxury Shopping Future
The backing from Antoine Arnault signals growing confidence in advanced virtual try on among top luxury players. While earlier tools focused mainly on accessories or beauty, RealFit pushes into full garments with greater realism.
This matters because luxury sells more than products. It sells experience, emotion and personal connection. When customers cannot touch or try items in person, technology must bridge that gap without losing the magic.
CATCHES founder and CEO Ed Voyce described the goal clearly. The platform addresses one of fashion e commerce biggest problems by delivering photorealistic experiences that understand real materials and true sizing.
As more brands adopt similar tools, online luxury shopping could evolve. Shoppers might gain the assurance they need to buy with confidence while brands reduce operational costs from high returns. The result could be a more sustainable and satisfying experience for everyone.
The launch with Amiri offers a glimpse of what is possible. Customers can now interact with the brand collection in a more intimate way from anywhere in the world. That sense of personal discovery, once limited to physical stores, now reaches digital flagships.
Fashion has always been about how clothes make people feel. Tools like RealFit bring that feeling closer for online buyers. They help close the distance between screen and skin, between browsing and belonging.
