How AIMIRR and Founder Pritesh Kanani Are Revolutionizing Virtual Try-On Technology in Fashion
Welcome back, fashion tech enthusiasts!
In this edition of our Build It series, we spotlight a founder merging cutting-edge AI with one of fashion’s oldest problems: fit. Pritesh Kanani is the founder and CEO of AIMIRR, a virtual try-on and body sizing platform reshaping how consumers experience fashion online and in-store. His journey, from coding in Mumbai to leading patented innovation in the U.S., offers a rare glimpse into what it takes to build in the fast-moving world of fashion tech. This article accompanies the Build It series on our podcast, Venturing Into Fashion Tech.
Listen to the full conversation:
From a Family Wedding to Fashion Tech: The Origins of AIMIRR
What do cancer imaging, video conferencing, and wedding dresses have in common? For Pritesh Kanani, they’ve all played a role in shaping his remarkable journey from the buzzing streets of Mumbai to the cutting-edge world of fashion technology as the founder and CEO of AIMIRR.
In today’s feature, we explore how one immigrant’s personal moment sparked a global retail innovation that now powers virtual try-on experiences for fashion brands worldwide.
The seed for AIMIRR was planted during the early days of the COVID-19 pandemic. Pritesh’s grandmother in India wanted to see his fiancée wearing a cherished family wedding dress—but how could she, from thousands of miles away?
Pritesh, an engineer with a decade of experience at Microsoft, thought the solution would be easy. It wasn’t.
“I was shocked I couldn’t find a tool to do this,” he says. “I’d spent years solving technical problems in augmented reality (AR) and video communications, but I couldn’t show my grandma what my fiancée would look like in that dress.”
So, he built one.
What began as a personal pet project evolved into a full-scale fashion tech platform. Today, AIMIRR, short for AI Mirror, offers retailers and fashion brands a robust virtual try-on solution, both online and in-store.
From IIT to Microsoft to Entrepreneurship
Pritesh’s tech credentials run deep. He grew up in Mumbai and studied at the Indian Institute of Technology (IIT), one of India’s top engineering schools. His academic path led him to the U.S. for a Master’s in Artificial Intelligence, specialising in image and signal processing.
“At Microsoft, I spent close to a decade working on AR, video, and communication tools. But what I really learned was how to build scalable software that impacts millions.”
Still, entrepreneurship wasn’t on his radar. “Coming from India, it wasn't ingrained in me,” he reflects. “But the American startup ecosystem, especially studying at Chicago Booth, gave me the courage to go out and build something from scratch.”
AIMIRR’s Two-Part Solution: Size First, Then Style
So, what does AIMIRR actually do?
At its core, AIMIRR is a virtual trial room in a box, combining precise body scanning with physics-based garment visualization.
Body Sizing & Scanning: Using just a standard camera, users can scan their bodies to generate accurate measurements.
Size-Based Virtual Try-On: With sizing in place, shoppers can try on garments virtually, tailored to their shape, in real-time, with lifelike visuals that simulate fit and fabric flow.
And it’s not just a nice-to-have. Pritesh claims AIMIRR’s technology can reduce online return rates by up to 40% while increasing average order value by 20%.
Cracking the Code on Fit: A Tech and Fashion Puzzle
If fit were easy to solve, returns wouldn’t be such a costly issue, especially for fast fashion retailers, who reportedly lose 20–30% of revenue to poor fit-related returns.
“Solving fit is deceptively complex,” Pritesh explains. “No two retailers use the same sizing charts, and consumers don’t have special cameras—just their phones.”
To overcome this, AIMIRR developed a patented algorithm that boasts 99% accuracy, translating body scans into brand-specific sizing recommendations. This is no small feat, given the complete lack of sizing standardization across the fashion industry.
And they’re not alone in chasing this market. The global virtual fitting room industry was valued at $4.79 billion in 2023 and is expected to grow to $25.11 billion by 2032, at a staggering 20.3% CAGR, according to Fortune Business Insights. North America currently dominates the sector, with over 39% of the market share, making it the perfect home base for AIMIRR, and a compelling sign of where fashion commerce is heading.
Magic Mirrors and the Future of Retail
You may have seen early “magic mirrors” in stores from brands like Uniqlo or Amazon Fashion, interactive displays that let shoppers preview items virtually. While the concept has been around since the 2000s, most of these mirrors lacked accurate fit tech. AIMIRR is changing that.
By combining augmented reality, digital fashion, and patented body scanning, AIMIRR is pushing the magic mirror forward, making it not only interactive but truly personalized.
Lessons in Building (and Selling) Fashion Tech
Beyond the tech, Pritesh emphasizes one key piece of advice for aspiring fashion tech founders:
“Just learn how to sell. Get out in the field. Build your own prototypes. Solve end-to-end problems yourself.”
His reflection reveals something crucial: entrepreneurship, at its core, is about obsession with a problem and the grit to solve it. AIMIRR wasn’t born out of ambition alone. It was born out of love, frustration, and curiosity.
From a heartfelt moment in his grandmother’s home in Mumbai to transforming retail experiences worldwide, Pritesh Kanani’s journey shows that the most impactful innovations often begin with a simple question: “Why isn’t this possible?”
With AIMIRR, he’s not just answering that question; he’s changing the way we shop, size, and see ourselves in fashion.
Want to Learn More and Connect?
If you believe in smarter shopping experiences and sustainable fashion, support Pritesh’s mission and explore how AIMIRR is transforming the way we try, size, and shop. Visit aimirr.com to learn more. Get in contact with Pritesh on LinkedIn: linkedin.com/in/priteshkanani
If you're a brand leader or retailer looking to reduce returns, boost conversions, and offer truly personalized experiences, AIMIRR can help. Book a demo at Beyond Form to see how our patented AI and virtual try-on technology brings fit accuracy and customer satisfaction to the forefront. Let’s redefine the future of fashion—together.
