Luciana Womenswear, a Nigerian premium womenswear brand making its commercial debut, launched an AI-powered virtual try-on feature on July 19 alongside its first collection, The Radiance Collection. The tool, available at shop-luciana.co on both desktop and mobile without a separate app download, lets customers upload a photograph and receive an AI-generated visualization of how selected garments would look on them before completing a purchase.
The company describes the feature as Nigeria's first AI-powered virtual try-on experience in the fashion retail market. Founder Luciana Ojeniyi said she developed it to address a specific and recurring problem: the hesitation shoppers feel when buying clothes online without being able to physically try them on.
"When women shop online, there is often a moment of hesitation," said Mrs Ojeniyi. "They love a garment but wonder whether it will suit them, fit their lifestyle or look the way they imagine. We wanted to reduce that uncertainty and create a more confident shopping experience. The AI Virtual Try-On is our response to that challenge."
Virtual try-on technology has been available on several international retail platforms for a number of years, but adoption within the Nigerian fashion market has remained limited. Luciana Womenswear integrated the visualization tool directly into the product page rather than treating it as an optional feature, making it accessible from the moment a shopper discovers an item in The Radiance Collection.
The brand's pitch to Nigerian consumers draws on the gap between what international platforms offer and what local fashion retailers have historically provided. "The Nigerian consumer is sophisticated, informed and increasingly global in perspective," said Mrs Ojeniyi. "She shops internationally. She compares experiences. She understands what excellent customer experience looks like. We believe Nigerian fashion brands should be building at that same standard."
Luciana Womenswear frames the try-on tool as an extension of its brand philosophy, which it calls "Own Your Light." Mrs Ojeniyi described the decision to launch with the feature from day one as deliberate. "We are not introducing technology for technology's sake," she said. "We are introducing technology because confidence matters. If a woman can see herself in a garment before purchasing, she can make a more informed decision. That confidence is valuable."
The feature covers eligible products in The Radiance Collection and carries through to subsequent releases, according to the company. "The future of fashion is not simply about what we design," Ojeniyi said. "It is about how customers experience those designs. We believe African fashion brands have an opportunity to lead in that future."
