An apple a day… improves your consumers online shopping experience

Every Autumn, models, designers, fashion editors and influencers alike gather during what is called ‘Fashion Month’- a whirlwind globe-trotting journey where supermodels, editors, bloggers and buyers hop from one Fashion capital to the next. When this finishes we can review all the exciting trends and determine what we are really going to be wearing next Spring/ Summer.

This season, checks, stripes, bright colours and 90’s throwbacks made the headlines, from Paris to London and the big apple itself, New York City. While pretty much everything on the catwalk looked amazing on the models, we were left wondering how most of these looks would translate into real life and body shapes which are more diverse.

Finding styles that flatter and fit each body shape has long been a challenge for consumers. Off the runway, a wider range of sizes, shapes and fit preferences means that the consumer is left with one big quest – finding clothes with the right fit which they will love and keep.

In real life, this translates into long shopping trips, hours in the fitting room trying on piles of clothes and, what feels like an endless journey to find clothes that will suit and flatter. Who’s got the time these days??

Metail has created a digital experience that lets shoppers try on clothing online, before they actually buy. Consumers can be sure they are getting accurate sizing advice and a true understanding of how each garment will look on them by inputting their own measurements and creating their virtual model, or MeModel. All from the comfort of their own sofa! While this is already revolutionising retailers results from customer engagement to conversion, Metail has gone a step further to provide the consumer with even more accurate sizing advice.   

With the introduction of body shapes and leg length to the digital experience, the consumer gets an even more precise and body proportionate MeModel and feel more confident as to how a garment will look and fit on their unique body shape. From pears to apples and hourglasses, consumers can pick their shape, set their leg length and enter their body measurements to find the perfect fit. Curious to see how it works? Try it on for yourself with our new Fashion Week inspired collection on


The body shapes:

Apple: bodies that have more rounded middles

Hourglass:  describes a person with hip and bust measurements nearly equal in size, with a narrower waist measurement.

Inverted triangle: describes a person who has broader shoulders and bust than they do hips.

Pear: describes a person who has hip measurements greater than their bust measurements.

Straight: bust and hips are basically the same size. The waist is slightly smaller than the bust and hips.


Our Metail stylist, Marta, gives us her recommended looks on all body shapes below:

For apples, Marta recommends showing off the legs, in short dresses and bold prints. The proportionate hourglass can show off their curves in close-fitting tops and high-waisted trousers. Whilst the inverted triangle may be fuller on the bust, boxy suits and bright colours are best to even out the bottom half. The opposite applies to the pear. Bright colours, prints and ruffles add volume to the bust. Finally, the straight body shaped lady can pull off ruffles, sequins and prints on both halves of the body – a cinched in waist gives her an illusion of having curves.

To try on the latest trends on your body shape, visit












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