Kuala Lumpur, Malaysia – Malaysian lingerie brand XIXILI has introduced a 3D avatar try-on tool designed to help women better determine their bra size when shopping online, a move the company says aims to address a long-standing issue in the lingerie industry: inaccurate bra fitting.
The new 3D Avatar Try-On Tool allows shoppers to create a digital representation of their body by entering details such as height, bust size, hip size, and body shape. The tool then generates a personalised 3D avatar onto which users can virtually fit any bra or panty from the brand’s range.
The feature is intended to replicate aspects of the in-store fitting experience for customers who prefer to shop from home, combining digital technology with guidance traditionally provided by sales assistants in physical boutiques.
Industry observers have long noted that many women continue to wear incorrect bra sizes, often because they rely on past measurements rather than reassessing fit as their bodies change over time. Factors such as weight fluctuations, pregnancy, hormonal cycles, and aging can affect bra fit, yet many consumers continue purchasing the same size out of habit.
According to the company, bras are also less frequently remeasured compared with other apparel items, as shoppers tend to stick with familiar styles and sizes across different life stages.
“Women often come to us convinced they need a different cup size, when the real issue is that no one has ever measured them properly,” says Tara Tan, Marketing Director at XIXILI. “The 3D Avatar Tool was built to give every woman that kind of guidance, whether she is in our boutique or shopping from her sofa.”
The company also encourages consumers to begin with basic measurements before using the tool. Its online bra size guide outlines how to measure the underbust and topbust at home, which are then used to inform the virtual fitting process.
XIXILI said the initiative is part of a broader effort to make accurate bra fitting more accessible, particularly for shoppers who may not have the opportunity or comfort level to undergo an in-person fitting.
