SPREEAI and Sergio Hudson are teaming up to bring AI-powered virtual try-on into the heart of luxury fashion, blending couture-level design with cutting-edge fit technology in a way that keeps the designer’s hand front and center. Launching in the United States on December 19, 2025, this is SPREEAI’s first direct-to-consumer luxury fashion collaboration and a major signal of where high-end digital retail is heading.
From Met Gala moment to long-term partnership
The partnership traces back to the Met Gala, where Sergio Hudson created a custom look for John Imah, co-founder and CEO of SPREEAI. That moment, which fused craftsmanship, culture, and innovation, sparked a deeper conversation around how technology could support—not overshadow—luxury design.
John Imah said, “I’m thrilled to officially partner with Sergio Hudson in a collaboration that is both deeply personal and groundbreaking”. He emphasized that technology should amplify, not replace, a designer’s artistry, and framed this partnership as proof that innovation and creativity can lift each other when thoughtfully combined.
How SPREEAI’s tech works for luxury shoppers
At the core of the collaboration is SPREEAI’s AI-powered virtual try-on platform, now integrated into Sergio Hudson’s e-commerce experience. The technology lets customers view garments on realistic digital representations of their own bodies, giving them a more accurate sense of how pieces will look and fit before they purchase.
This is powered by SPREEAI’s photorealistic Try-On and Smart Sizing products, which are designed to deliver highly accurate fit intelligence while elevating both retail performance and consumer confidence. For shoppers, the result is true personalization: they effectively become the model, with the system adapting to their body and preferences rather than forcing them to interpret standard sample images.
A new model for luxury where tech supports artistry
For Sergio Hudson, whose brand is defined by immaculate tailoring, quality materials and powerful silhouettes, the appeal lies in extending his storytelling into a deeply interactive digital format. By showing his designs on lifelike avatars that mirror real customers, he can highlight how color, cut and proportion work on diverse bodies—critical in a luxury space focused on confidence and fit.
Sergio Hudson said, “This collaboration represents a new model for luxury, one where technology amplifies artistry rather than competing with it”. He shared that ever since he and John Imah first joined forces at the Met Gala, it has been clear that tech can enhance creativity without replacing the human touch, and he is excited to showcase this at New York Fashion Week as an example of where high fashion is headed.
Retail impact, performance, and sustainability
Beyond the front-end experience, SPREEAI positions its platform as a performance engine for retailers. By giving customers more accurate visualizations and sizing insights, the company aims to reduce returns, increase conversion, and deliver more seamless, personalized journeys across in-store, online, and VIC environments.
These improvements also support sustainability by helping shoppers make more informed decisions and limiting wasteful shipping and return cycles. SPREEAI notes that its product suite is designed to integrate effortlessly across channels, setting what it describes as a new standard for how fashion and technology can work together in a way that is both efficient and consumer-centric.
Inside the brands: SPREEAI and Sergio Hudson
According to its company overview, SPREEAI is focused on transforming the shopping experience through photorealistic Try-On and Smart Sizing, with an expanding roadmap that includes an AI stylist, virtual wardrobe, and other experiential capabilities. For consumers, these tools promise deeper personalization; for retailers, they promise measurable impact and richer data to inform merchandising and marketing.
The Sergio Hudson brand launched in 2014 and was re-established in 2016 with business partner Inga Beckham, building an aesthetic centered on strong tailoring, quality materials, and bold, statement-making pieces. Collections are designed to make women feel beautiful, glamorous, confident, and sexy, with every garment carefully crafted for the female form and produced in New York City, supporting the local fashion community. The label is available on sergiohudson.com, in select boutiques, on Amazon Luxury Stores and through luxury retailers worldwide, making the new digital try-on experience a powerful layer on top of an already global presence.
