Overview
A major fashion brand is coming under fire in a new lawsuit for allegedly collecting consumers' biometric data in connection with a virtual try-on tool on its website. The plaintiff argues that by enabling the brand to access images of their faces with its 'Virtual Try-On’' feature, consumers are providing the brand with "detailed and sensitive biometric identifiers and information, including complete facial scans," which the brand allegedly collects and stores "without first obtaining their consent, or informing them that this data is being collected."
In an article from The Fashion Law titled, "Fashion Brand Named in Data Privacy Lawsuit Over Virtual Try-On Feature," Steptoe's Surya Kundu was quoted from an article previously authored for the publication titled, "Privacy in the Age of Big Data: Legal Developments in Retail & E-Commerce."
According to Kundu, cases like this reflect the risks that are at play as "more and more retailers introduce virtual try-on tools that use biometric technology to recreate the fitting room experience for their online consumers."
The full article can be read at The Fashion Law (subscription required).
