Technologies are described herein for providing visualization of fit, flow, and texture of clothing to an online consumer. A merchant maintains detailed measurements and a number of 3-D models for a clothing item offered for sale. The 3-D models may represent a representative size of the clothing item as worn by similarly sized mannequins or body models of varying body shapes. Each of the 3-D models captures the fit, flow, and texture of the clothing item as worn by the corresponding mannequin. When a consumer selects the clothing item, a 3-D virtualization representing the clothing item worn by the consumer may be generated by scaling the appropriate 3-D model based on dimensional data regarding the consumer, and then combining the scaled 3-D model with a 3-D avatar for the consumer. The dimensional data and 3-D avatar for the consumer may be supplied from a user profile associated with the consumer.