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Leading Virtual Try‑On and Fashion Image Generation Provider

Our Mission

Create the Most Realistic, Scalable and Fun Online Shopping Experiences for Brands and Retailers Around the World

  • Founded in 2014 in Graz by scientists of world-leading institutes
  • Current team of over 30 experts
  • Hundreds of international publications and 8 patents registered
  • Customers include major international fashion brands and retailers
Woman holding a tablet on which she uses the virtual fitting room


Stefan Hauswiesner

Co-Founder & CEO

Philipp Grasmug

Co-Founder & CTO

Philipp Pani

Co-Founder & COO

Dieter Schmalstieg

Co-Founder & Chief-Scientist

Advisory board

John A. Heugle

Mitra Partners Inc.

Prof. Stefan H. Thomke

Harvard Business School

Prof. Christian Ramsauer

Graz University of Technology

Karl Fusseis

AVV Investment GmbH

Michael Doberer

Sales & Technology

Become a Partner

Join our B2B partnership program to enrich your portfolio with cutting-edge virtual fitting technology.


Reactive Reality

Reactive Reality is the leading provider of virtual try-on and virtual fashion image generation technology. Its PICTOFiT platform enables fashion brands and retailers to seamlessly integrate virtual dressing rooms and photorealistic avatars into their website, app, and in-store solutions. For consumers, the platform creates photorealistic avatars of shoppers, enabling accurate size recommendations across brands. Avatars can be dressed interactively, offering unlimited outfit combinations and virtual background scenes. When using PICTOFiT, retailers report a 6x growth in sales.

PICTOFiT works by transforming existing product photos into virtual assets using Artificial Intelligence (AI) to create virtual but photorealistic on-model fashion images on demand. These assets can be used across multiple phases in a product’s lifecycle – including design, planning, visual merchandising, and virtual fitting. The process is quick and easy to integrate, enabling retailers to capture garments, accessories, shoes, and bags in a matter of minutes.

Headquartered in Graz, Austria, Reactive Reality employs over 30 people including world-class engineers, technicians, and scientists with extensive experience in AR, VR, and AI. Reactive Reality’s existing clients include global fashion retailers such as Hugo Boss and Shopify. The company also has active partnerships with Microsoft and the London College of Fashion.


Over 75 Years Equivalent of Developing For Virtual Fashion Try‑On, 3D Avatars, AR and VR

Method and computer program product for producing a 3D representation of an object
Filed at EPO and PTC 2019
Method and System for Generating Garment Model Data
Granted 2019/20 in EU + US + more
Method and computer program product for producing 3-dimensional model data of a garment
Filed at EPO 2019, PCT 2020
Method and System for Producing Output Images and Method for Generating Image-related Databases
Granted 2020 in EU
Method and computer program product for performing at least one measurement on a 3D reconstruction of a body
Filed at EPO 2021
Method for generating a 3D avatar, method for generating a perspective 2D image from a 3D avatar and computer program product thereof
Filed at EPO 2021
Method and computer program product for processing model data of a set of garments
Granted in EU 2022
Method and computer program product for determining a pose of a body model in 3D space
Filed at EPO 2022

Events & Highlights

Discover the exciting fusion of fashion and technology as we showcase our revolutionary virtual try-on technology at the most anticipated fashion and tech events of the year. Don’t miss the opportunity to experience firsthand how PICTOFIT is transforming the way we shop for and experience fashion.


Build the Future

We believe in the power of adaptability and flexibility when encountering new challenges, all while keeping the bigger picture in mind. If you share these values and are ready to take on exciting new opportunities, we invite you to explore our open positions.