Google’s launch of Doppl, an experimental app from Google Labs, marks another leap in the fusion of AI and fashion. With features that allow users to virtually “try on” outfits using uploaded photos and even see those looks come to life via AI-generated videos, Doppl offers a powerful new way for consumers to explore personal style. But as with many AI-driven innovations, the arrival of Doppl raises a critical question: What does this mean for professional stylists?
At first glance, Doppl may seem like a potential threat to fashion stylists, particularly those who cater to individual clients or run virtual styling services. The app allows users to bypass expert advice by letting them instantly visualize themselves in new outfits. A quick screenshot from social media or a retail site becomes a virtual fitting session. No need for scheduling, consultations, or curated mood boards—just tap, upload, and view.
However, rather than rendering stylists obsolete, Doppl could be a powerful tool in the stylist’s toolkit. Think of it as a modern-day fitting room that travels with your client. Stylists can use Doppl to quickly showcase outfit combinations, pitch new looks, and provide clients with a more immersive experience—all without needing a physical wardrobe or expensive sample sets.
In fact, Doppl might even democratize styling services. Emerging stylists who lack access to studio spaces or large fashion inventories can now offer more interactive and visually convincing consultations through Doppl. This could lower barriers to entry and allow a broader range of fashion professionals to build businesses and portfolios.
There’s also the potential for deeper client-stylist collaboration. Stylists often work hard to get clients to “see the vision.” With Doppl’s animated, personalized try-ons, clients can immediately visualize the suggested outfits in motion—helping stylists bridge the gap between concept and execution.
Still, challenges remain. The app is in its early stages and doesn’t always capture fit, texture, or true-to-life color. Fashion is deeply tactile, and no AI can yet replicate how a fabric feels or moves in the real world. Stylists will need to manage expectations, especially if clients begin relying too heavily on Doppl for wardrobe decisions.
Moreover, with clients becoming more style-confident through tools like Doppl, stylists may need to shift their value proposition—from being the primary source of style inspiration to offering refined judgment, brand expertise, and curation that AI can’t replicate.
In the end, Doppl signals not the end of styling—but a shift in the stylist’s role. As consumers take more control over how they explore fashion, stylists must become creative advisors, digital collaborators, and strategic partners. Those who adapt to this evolving landscape—and embrace tools like Doppl—stand to benefit the most.
