Amazon has partnered with Israeli startup Zeekit to help brides measure and try on wedding dresses virtually, through Zeekit’s mobile app.

The collection of dresses available for virtual fitting on the Zeekit app ranges in price from $22 to $4,995 and includes a diverse range of sizes. The retailers, chosen for their positive Amazon reviews, include Net-a-Porter, TopShop, Amazon and high-end brands including Alexander McQueen and Rosie Assoulin.

“One of the niches that has not yet completely broken the online barrier is buying wedding dresses because of the importance of adapting them to the body and the taste of the bride,” says Yael Vizel, CEO and co-founder of Zeekit.

Zeekit’s technology enables each dress to be scanned and broken down into tens of thousands of small pieces that allow the software to dress them on the body with great accuracy. The aim is to minimize any necessary adjustments, typically done prior to the event in a bridal salon or tailor shop.

A screenshot from the Zeekit app, including an off-the-shoulder gown by Alexander McQueen.

 

Brides interested in finding their appropriate dress measurements can upload an image to Zeekit and within seconds begin trying on the collection based on their virtual measurements. The app will also recommend the appropriate size of each dress for purchasing online.

Those who don’t upload a photo can choose a model with a similar body structure and skin tone from an existing pool of models.

In the app, dresses can be filtered by price and the user is able to share an option with family and friends for feedback. Once a style is chosen, the bride can go directly to the Amazon or retailer shopping page to make the purchase.

Zeekit’s technology was developed in 2013 by founders Alon Kristal, Nir Appelboim and Vizel, a former major in the Air Force, who applied the topographical analysis capabilities she accumulated during her military service and applied them to the topography of the human body.

The company has raised $12.5 million to date and has collaborated with leading retailers and brands including Amazon, Italy-based luxury fashion online retailer Yoox, and UK-based fashion retailer ASOS.