ASOS have announced a new app enabling customers to search for clothing using photos from magazines or social media. The app is designed to show similar clothing styles to the ones depicted in the images, with 10% of its customers currently having access to the service. Other retailers offer similar services, including John Lewis and the shopping centre operator Hammerson which both use FindSimilar, an app developed by the tech company Cortexica that was spun out of Imperial College London in 2009.