Unisize’s Game-Changing AI Just Solved Online Fashion’s Biggest Problem

Online shopping just levelled up – and your face is finally invited to the fitting room. Unisize, the clever sizing recommendation software from Tokyo-based Makip Co. Ltd., has dropped a shiny new update, and it’s here to make virtual try-ons feel a whole lot more personal. Meet FaceChange, the AI-powered tool that lets you see yourself – literally – in the clothes you’re browsing.

How? By letting you swap the model’s face for your own. Yes, really.

Using FaceChange, shoppers upload a selfie and the software does its magic, adapting the model’s face to match your own – including skin tone, facial structure, and even hairstyle. The result? A virtual fitting room experience that’s less “this might fit her” and more “that’s exactly how I’ll look in it.”

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“Until now, when shopping online, there have been times when the item arriving was different from what I imagined, or didn’t fit me,” said one early user. “By using this service, I can see clearly what the item will look like using my face, so shopping has become easier.”

In Japan, where FaceChange launched in late 2024, the software’s impact was immediate. According to Makip, users who used the facial-swap tech were four times more likely to complete a purchase. Satisfaction also soared by 112% compared to older virtual try-on tools. And now, it’s rolling out across the UK.

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“With our FaceChange AI fashion technology, online shoppers can ‘virtually try on’ the clothing items of their choice, gaining instant visual feedback,” said Makip’s CEO and President, Shingo Tsukamoto. “Now shoppers are not only confident that they are purchasing the right size but are also confident that they will look great.”

This innovation builds on Unisize’s original mission – helping customers choose their correct size – by tackling one of the biggest questions in fashion e-commerce: Will this actually suit me?

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And it’s not just about boosting sales (though that helps). By giving shoppers a more realistic preview, FaceChange could seriously reduce returns – a major pain point for both customers and retailers. Less guesswork, fewer logistics, happier wardrobes.

“It is easy to use,” said another tester. “And it helped me decide what colour suited me best.”

Makip, founded in 2015, already works with big names like Tommy Hilfiger, Calvin Klein, and Lacoste – and with FaceChange, they’re hoping to make “trying before you buy” a standard part of the online shopping experience.

As Tsukamoto put it: “This marks a significant step forward to making shopping for clothes online in the UK as satisfying as shopping in a physical store.”