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ChatGPT adds virtual clothing try-on and a shopping Favorites library

· by Pondero Newsdesk

The short version

OpenAI rolled out a Try On button and a product-saving Favorites library inside ChatGPT Shopping on October 1, 2026, letting users preview items on their own photo instead of a store model's.

ChatGPT adds virtual clothing try-on and a shopping Favorites library

ChatGPT can now show a shopper how a specific shirt or pair of shoes looks on their own body, not a store's model, after OpenAI rolled out a virtual try-on tool and a Favorites library inside ChatGPT Shopping on October 1, 2026, per TechCrunch's report.

What

Two features shipped together, globally, with no waitlist. A new Try On button appears on ChatGPT Shopping results; a user uploads a selfie or full-body photo and ChatGPT renders the selected item on them, or the user can upload a picture of an item, such as a screenshot from another site, and ask ChatGPT to apply it to their photo, per TechCrunch. Favorites lets users save products they find to a library inside the app, stored alongside their try-on images. Both run on ChatGPT Images 2.5, a model OpenAI launched on September 8, 2026 that the company says produces more natural lighting and richer textures, follows editing instructions more reliably, and cuts image-generation latency.

ChatGPT's shopping tool also now handles two more open-ended requests: describe a style and ask it to find the pieces to complete the look, or upload a photo of a celebrity's outfit and ask it to locate the same items for sale, per TechCrunch. That second move puts ChatGPT in territory Pinterest and Google have held for fashion inspiration and discovery.

Visualization replaces a checkout push that stalled

This is OpenAI's second notable swing at shopping inside ChatGPT this year. An earlier Instant Checkout feature, which let users complete a purchase without leaving the chat, "ended up not performing well," per TechCrunch's March 2026 reporting. Try-on and Favorites ask less of the user than a checkout flow does: no payment step, no transaction risk, just a reason to keep browsing inside ChatGPT instead of switching to a retailer's site. The approach also sidesteps a problem that tripped up a rival: agentic startup Instinct's proactive product recommendations drew complaints in September that the suggestions felt more like ads than help, per TechCrunch.

OpenAI is not the first to ship this exact capability. Google added a comparable clothing try-on tool in July 2025, per TechCrunch, and OpenAI itself piloted a narrower version of the idea first: Maybelline's Virtual Try-On, built on L'Oreal's ModiFace technology, launched inside ChatGPT starting June 17, 2026, per L'Oreal's announcement. The new clothing feature extends that same mechanic to any item in ChatGPT's shopping results, not just one partner brand.

What to watch next

OpenAI has not said whether try-on and Favorites are limited to paid ChatGPT tiers or open to free users, and has not disclosed a timeline for revisiting any form of checkout now that image generation, rather than transactions, is the near-term focus.

Sources