It allows customers to check out how dresses look on women who are the same size as them using augmented reality (AR).
And while a number of people are praising the fashion firm for the launch, one brand doesn’t quite agree with it.
She says it’s the first retailer in the UK to promote dresses that are “for real women, on real women, by real women.”
While she supports the idea of women being able to get a better idea of what a dress will look like, she believes there are a few flaws with ASOS’s approach.
She told Mirror Online: “As a multi-million dollar company, there are no excuses for them not already doing this.
“They are shooting dresses every day. Using AR is not a real reflection of how a dress fits, hangs, shapes and drapes on a body.
“The only way you can do this is by a real photo or video.
“At the Perfect Dress Company we feel it’s important for you to see dresses on women that are like you so you can really see how our dresses will work for you.”
And whilst she appreciates that AR is a great step in tackling underrepresentation, she says it isn’t a solution.
She is concerned it could give women a false representation of themselves, leaving them feeling disappointed when the size they ordered doesn’t fit like it does on the computerised model.
“I personally do shop at ASOS, I think the major pull for me is the variety they offer.
“However I can easily order up over 20 items and I am lucky if one of them fits me the way I thought it would.
“Without a doubt this has upset me in the past and I know from our focus groups I am not the only women has suffered from this and felt this way.
“Like myself they have blamed their own bodies. Like it is their bodies’ fault they do not fit in the clothes.
“I personally believe that fashion should be made to fit women not the other way around.”
She highlighted the struggles that ASOS has admitted to having in the past with their online returns, where they’ve even blacklisted serial returners.
She said: “That’s the main reason women are ordering a large quantity of dresses and returning them; because the dresses do not fit the way they thought they would.
“And why don’t they fit? Because ASOS haven’t advertised them on models that are representative of real women’s bodies.”
But Sunny and her team are doing things differently.
She has spent two years researching what their female customers thought was missing from the fashion industry and found that 78 per cent of women said that ordering online and sizing were their major concerns.
Sunny explained: “Our audience told us they were fed up with seeing just the two sizes of women ‘normal and plus’ modelling clothes for fashion brands as this is only a small section of sizes that represent women out there.
“This is backed up by research of 98 per cent of women feeling ‘ignored’ and not represented by women they see in advertising, TV, runways and generally the fashion industry.”
She hopes that women will be able to find a style or fit they like, whether they’re heading out on the school run or getting ready for work, and will be able to rely on it for any occasion.
Explaining her reason behind the innovative dual-sizing they have adopted, she said: “We understand that women can be curvier on top and smaller on the bottom or vice versa, and also that we can fluctuate between sizes at certain times of the month or within a matter of weeks.”
The Perfect Dress Company dresses are in the following sizes: 6-8, 8-10, 10-12, 12-14, 14-16, 16-18, 18-20, 20-22.
Sunny understands that not everyone has the same shape, and therefore not one size fits all, but modelling clothing on women that show a real size representation is the way forward.
But until all online retailers can guarantee the finances and resources to successfully model all of their clothes on real women, using AR is a foot in the right direction.
ASOS is unable to comment.