Finding the right bra is surprisingly difficult. Most women wear the wrong size, and the fitting room can feel like a vulnerable, uncertain space. Van de Velde, the Belgian lingerie house behind brands like Marie Jo and PrimaDonna, wanted to change that. They asked iO to create a solution that brings AI precision into the fitting room, helping customers find their perfect fit faster while feeling supported and confident. Together, we built an experience that transforms uncertainty into empowerment.
AI-powered fitting assistant for tablet use in-store
Bridging physical retail with digital precision
Privacy-first approach to intimate technology
Native app built in React Native, Swift and C++
Award-winning innovation (Digital Champs & Impact Awards 2024)
The challenge
How do you bring the accuracy of digital technology into one of retail's most personal moments? Van de Velde wanted to help customers find their perfect bra size quickly and confidently, without compromising on the intimate, human nature of the fitting room experience.
The solution
An AI-powered fitting app that works alongside store staff, using smart measurement technology to recommend the right size and style. The app empowers both customers and advisors, turning a moment of uncertainty into one of confidence and connection.
Partnership in the spotlight: A century of craft meets cutting-edge innovation
Van de Velde has been crafting premium lingerie for over 100 years, building beloved brands like Marie Jo, PrimaDonna and Andres Sarda. Their commitment to quality and fit is legendary in the industry.
We partner with Van de Velde to bring digital innovation into their physical retail experience. Our collaboration goes beyond a single project: together, we explore how technology can enhance the deeply personal moments that define their brand. This case is one example of how we help Van de Velde stay ahead in a rapidly evolving retail landscape.
iO was the right partner to make the complexity of AI development manageable. Their expertise meant we could focus on what mattered most: helping women feel confident.
The real problem: why most women wear the wrong size
Bra fitting is notoriously tricky. Studies suggest up to 80% of women wear the wrong size, leading to discomfort and frustration. Traditional fitting methods rely heavily on individual expertise, and customers often feel vulnerable or rushed. Van de Velde saw an opportunity: what if technology could support the fitting process without replacing the human touch?
Designing for intimacy: a privacy-first approach
Building AI for the fitting room demands exceptional sensitivity. We designed the app with privacy as a non-negotiable foundation. The technology works on a tablet held by the customer or advisor, no images are stored, and all processing happens locally. The result: accurate recommendations without compromising trust.
How the AI fitting assistant works
The app uses advanced measurement algorithms to analyse fit and recommend sizes across Van de Velde's range. It integrates seamlessly with the advisor's expertise, acting as a smart second opinion rather than a replacement. Customers receive personalised suggestions, and advisors gain confidence in their recommendations. Built in React Native with Swift, Objective C and C++ components, the app delivers native performance on iOS tablets.
From fitting room to brand loyalty
The impact extends beyond a single purchase. When customers find their perfect fit quickly, they leave with confidence, and they come back. The app strengthens the bond between brand and customer, turning a functional moment into an emotionally positive experience. For Van de Velde, that emotional connection is the heart of their brand promise.
Where digital precision meets personal confidence
The AI fitting assistant transforms one of retail's most challenging moments into a strength. Customers feel supported, not surveilled. Advisors feel empowered, not replaced. Van de Velde can now offer a consistent, high-quality fitting experience across stores, reinforcing their reputation for expertise and care. The solution proves that AI in retail works best when it enhances human connection rather than replacing it, and positions Van de Velde as a leader in innovative, customer-centric retail.
