Returns cost fashion brands billions. As online shopping has exploded, apparel return rates have soared—20–30% for most retailers, with some categories hitting as high as 64%.
Not only is this bad for the bottom line, but 66% of shoppers using AR or virtual try-on say they’re less likely to return items —and retailers see up to a 30% boost in sales when these tools are in play.
That’s why the virtual try-on market is booming—from $11.38 billion in 2024 to $46.42 billion projected by 2030.
Yet, for all the hype, few solutions truly solve fit and inclusion for everyone. Enter a new wave of Black-led AI startups—founders using technology not just to fix fit, but to make fashion more representative, accessible, and profitable for all.
Black-led AI Startups in Fashion
Doji
Co-founded by Dorian Dargan, Doji uses AI to create realistic, customizable avatars for virtual try-on. Shoppers can see how clothes look on different body types and skin tones, building trust and helping brands reduce costly returns.
Aesthetic (“Alma”)
Led by LJ Northington, Aesthetic’s “Alma” is an AI-powered fashion concierge. The platform helps users identify and shop for clothing they see on social media or in everyday life, connecting shoppers to new brands and making style discovery frictionless.
Fit:Match
Founded by Haniff Brown, Fit:Match combines in-person 3D body scanning with virtual tools to deliver precise fit recommendations. By matching shoppers with the best styles and sizes, Fit:Match helps brands minimize returns and customers find the perfect fit the first time.
Where AI Is Headed Next in Fashion
The future of AI in fashion goes far beyond virtual try-ons. Major areas ripe for innovation include:
Trend forecasting that analyzes millions of runway, street style, and sales data points to predict what’s next
Generative design tools that remix archives and create new prints, textures, or silhouettes
Smarter supply chains that use machine learning to optimize inventory and reduce waste
AI-powered stylists and chatbots delivering hyper-personalized recommendations
Computer vision systems inspecting fabrics and finished products for quality
AI-generated marketing content to help brands launch campaigns faster and at lower cost
The data makes it clear: AI and fit-tech aren’t just trends—they’re solving real, costly problems in the fashion industry.
For Black founders, brands, and technologists, this is an opportunity to own the next chapter. By building solutions that reflect real bodies, cultures, and lived experiences, these startups are setting new standards for what technology can do.
Are you building at the intersection of fashion, fit, and AI? Submit a business for a chance to be featured.
