Quick Headlines

• LTK Brings Creator Marketing Into the Agentic Era

• Atorie Raises $9.5M To Bring Consumers Luxury Goods Without the Markup

• Mys Tyler’s FitCheck is Solving Online Returns For Mid & Plus-Size Bodies

• Fashion Tech Founder Sentenced to Prison for $300M Fraud Scheme

• New Shopping Platform Launches Exclusively for Fashion Creators

LTK Brings Creator Marketing Into the Agentic Era With New Expanded Brand Platform Experience

LTK, the pioneer of Creator Commerce™, today introduced a new agentic experience for the AI-native LTK Brand Platform that changes how marketers build and scale creator campaigns. Through a conversational interface, brands can describe what they want to accomplish and LTK intelligence helps plan campaigns, identify the right creators, launch and optimize programs and determine what to do next. The experience is also always working proactively in the background, continuously applying LTK’s creator commerce intelligence to surface emerging opportunities, trends and recommended actions for brands.

The first wave of AI in creator marketing has primarily helped marketers complete individual tasks - from searching and analyzing to generating. LTK is building on those capabilities in the brand platform with a new agentic layer designed to work across multiple steps of the creator marketing workflow. Built on more than 15 years of creator commerce data, the new experience can understand an objective, reason across multiple steps and help turn that objective into action.

The new LTK Brand Platform experience adds an intelligent, conversational layer that can help take a marketer from business objective to actionable campaign in minutes, while continuously looking across LTK’s creator commerce intelligence for opportunities to improve performance.

Marketers simply start with a goal, such as launch a campaign to drive sales of our new skincare launch, help me reach Gen Z consumers with a $100,000 budget, or which creators should we work with for holiday and why.

LTK’s agentic experience interprets the objective, applies its intelligence and determines how to move forward - from recommending campaign structure and creators to identifying the next best action. The experience does not depend solely on a marketer asking the right question - it can also proactively surface recommendations based on what it is seeing across creators, consumers, products and campaign performance, helping brands recognize emerging trends, high-potential creators and actions that could drive stronger results.

Fashion Startup Atorie Raises $9.5M To Bring Consumers Luxury Goods Without the Markup

By Dominic-Madori Davis
Fashion startup Atorie announced Thursday a $9.5 million seed round with investors, including a16z speedrun, Night Capital, and Lightspeed Ventures’ Jeremy Liew.

The company says shoppers can visit the Atorie website and buy handbags or clothes made from the same materials — and in the same factories — that high-end manufacturers use. The items are reasonably priced, too, with an Italian leather handbag costing just a few hundred dollars, compared to the thousands a brand like Prada or Louis Vuitton would sell it for.

The startup arrives at a time when dupe culture has become increasingly popular, while the luxury sector has faced backlash from consumers in the post-pandemic era due to swift price hikes.

As a result, young consumers especially have sought cheaper, near-identical replications of these high-end goods; doing so has become almost a status symbol itself.

On Atorie, the items sold are mostly not dupes, says co-founder and serial entrepreneur Redouane Ramdani.

“It’s the same material, same craftsmanship,” he said. “It’s coming from the same factories.” He doesn’t consider Atorie fast fashion either. “It’s slow,” he clarified.

Mys Tyler’s FitCheck Helps City Chic Cut Online Returns

A pilot of Mys Tyler’s FitCheck on City Chic Collective’s site cut online returns by 7.5% across Australia, New Zealand and the US, with a 10% drop in the US alone. FitCheck adds creator-generated fit photos and videos, enriched with body data, to a retailer’s existing product page photography. Some individual products saw returns fall by as much as 62%.

Up to 30% of online fashion purchases are returned globally, costing retailers hundreds of billions through reverse logistics, handling, markdowns and inventory disruption. The pilot covered 120 products and 5,831 units across the three markets, comparing each product’s returns 30 days before and after FitCheck launched. It’s a pre/post comparison, not a controlled study.

“People don’t return clothes because they enjoy it. They return them because what arrived wasn’t what they expected. FitCheck helps close that expectation gap,” said Mys Tyler founder and CEO Sarah Neill. City Chic Collective CEO Phil Ryan called the results encouraging, noting the pilot tested whether creator-led shopping could improve customer confidence. Nineteen creators supported the pilot, ages 21 to 59, wearing Australian sizes 12 to 22, and 153 to 180cm tall.

Mys Tyler’s app counts more than 650,000 users, matched to like-bodied creators through its Fit Algorithm. FitCheck, launched in 2025, sits alongside the Collaboration Hub in its B2B suite, with Neill noting creator content can keep creating value after a campaign ends rather than serving only as a marketing asset. City Chic, which has built its “World of Curves” range in sizes 10-28 over two decades and counts Macy’s, Nordstrom and Amazon as partners, will use the results to shape how it approaches purchase confidence next.

Fashion Tech Founder Sentenced to Prison for $300M Fraud Scheme

By Victoria Bekiempis
A fashion tech founder was sentenced to five years in federal prison for her involvement in a $300m “fraud scheme” spanning from 2019 to 2025, the Manhattan US attorney’s office announced on Thursday. Christine Hunsicker, 49, was also sentenced to three years of supervised release.

Hunsicker, the founder and ex-CEO of CaaStle Inc, had pleaded guilty this March to one count of securities fraud in relation to a scheme that “defrauded hundreds of investors”, authorities said. Her attorneys did not immediately respond to a request for comment.

Hunsicker, a “well-known entrepreneur and businessperson in the fashion-tech industry”, touted CaaStle as a fast-growing business with a valuation of more than $1.4bn, the southern district of New York prosecutor’s office said. But Hunsicker knew that the company was reeling “in financial distress with dwindling cash and significant expenses”.

New Shopping Platform Launches Exclusively for Fashion Creators

Accesse, a shopping platform built exclusively for fashion creators and creatives, officially launched in beta on August 26th. The platform gives members access to prices on top fashion brands not available anywhere else on the internet, with discounts ranging from 40% to more than 90% off.

Accesse was founded by Mary Korlin-Downs, founder of All Things Fashion Tech, alongside cofounder Hannah Hitchcock. Both spent years building their own platforms in fashion and content creation before launching Accesse together. Fashion brands like For Love & Lemons, Andrea Iyamah and VIAVIA are a part of their initial launch.

Accesse is not positioned as a replacement for brand collaborations or paid partnerships. Instead, it is designed to replace full-price shopping for creators, while giving brands a source of consistent, authentic content at scale.

“As creators ourselves, we know exactly how valuable our content is,” said Korlin-Downs. “Accesse gives creators a way to shop the pieces they’re already planning to shop and feature without paying full price.”

More Headlines

• John Galliano retrospective at the Met will not go ahead, the designer announces

• Purple Style Labs to open IPO on Monday

• Isle of Monday introduced their Collector’s Closet

• EssilorLuxottica launches share buy-back programme

• Fast-fashion retailer Shein shares fall more than 10% in pre-debut trading

Fundraise

• Atorie
  Raised $9.5M Seed on Aug 27, 2026

• Purple Style Labs
  Raised ~$40M Series E on August, 26 2026

• eComID
  Raised $17M Seed on August 25, 2026

New Additions to The Database

• FashionLab
  FashionLab is the only platform built for brand and marketing teams to create realistic, high-converting AI content that is fully on-brand and ready to post.

• Yootopia
  Yootopia is the fashion app built around you. Add the brands you love to your personalised store and browse, save and shop them in one seamless experience — no sponsored results, no brands you didn’t choose, no endless tabs.

• Accesse
  The first invite-only shopping platform for fashion creators & creatives.

• Tera
  Tera helps you stay connected with the brands you care about by organizing notifications like sales, restocks, and drops all in one place.

• Lookwear
  The first styling app built around you and your music taste.

The round was led by Systemiq Capital, with Regeneration.VC, Course Corrected, Stadium, H&M Group, and returning investor CapitalT joining in. A deep bench of individual backers came along too: Truecaller co-founder Alan Mamedi, King co-founder Sebastian Knutsson, former Depop CEO Maria Raga, Henrik Nordvall, August Erséus, Alexandra Sack, Gustav Gisseldahl, Filip Ekvall, Bo Eklöf, Lucas Otterling, Madeleine Persson, and Anaheta v. Berenberg-Consbruch.

Launched in 2024, eComID runs what it calls the Shopping Passport: a shopper context layer that lets brands understand and personalize each visitor from their first session onward. The platform now works with more than 60 brands, including COS, J.Lindeberg, Axel Arigato, NN07, Peak Performance, Haglöfs, Asket, and Stadium, and reaches 20 million shoppers every month.

The product runs on Vera, eComID’s AI shopping agent. Vera takes that shopper context and turns it into sizing intelligence, conversational search, and personalized product discovery, built directly into each brand’s own site. The payoff so far: a 30% lower return rate for shoppers on the platform and a 10% higher conversion rate for the brands using it.

CEO and co-founder Oscar Rundqvist tied the raise to a gap he sees in how AI is being applied to retail: “AI without context still starts from zero. The best shopping experience should feel like walking into a store that already knows how to help. We’re building the missing layer between shoppers, brands and AI to make that possible. We’ve reached this point through the strength of the product and the trust of our partners. This round lets us move faster, enter new markets and build the infrastructure we believe the next era of commerce will run on.”

Gemma Bloemen, Applied AI Lead at Systemiq Capital, pointed to the same structural gap from the investor side: “eComID is solving a structural problem in digital commerce: AI cannot personalize without context. This phenomenal team deeply understands the needs of the brands and has built a product that aligns a better shopper experience with stronger economics and fewer unnecessary returns. Its traction and speed of execution are world class. We believe this is just the start and eComID will become the foundational infrastructure for intelligent commerce.”

Janneke Niessen, Founding Partner at CapitalT and a backer since eComID’s pre-seed, added: “They’ve shown that sustainability and profitability can go hand in hand - and have the ambition and potential to fundamentally change global commerce for the better.”

eComID plans to put the capital toward international expansion, deeper sizing and discovery capabilities, and the infrastructure to support brand partnerships at global scale.

Read more

Quick Headlines

• Leaked Slacks Undercut Phia’s Claims

• Spinnova Eyes $15M U.S. IPO

• FLORA is Launching Studios

• CircKit x De Montfort University on Circularity Reshaping Fashion

• WeMarket A/S acquires FashionLab

Leaked Slacks Undercut Phia’s Claims

A new Bloomberg investigation, published August 11, contradicts Phia’s own timeline of how it discovered “cookie stuffing”. Internal Slack messages reviewed by Bloomberg tell a different story: co-founders Phoebe Gates and Sophia Kianni were discussing the mechanics of the practice with engineers as far back as December, seven months before the company’s public statement.

The Slack excerpts are specific. On December 18, Gates wrote to a developer, “can u confirm auto pop for cookie drop is live on ALL sites w a coupon to confirm we are monetizing on all gmv,” later adding “but regardless we should capture every transaction if the cookie drop was working.” Kianni, in a separate thread about a feature that could drop a tracking cookie even when a user tried to close Phia’s pop-up, wrote to an engineer: “whatever we can do to keep these cookies dropping will be amazing thank you,” after that same engineer asked “I can add that. but again, isnt that against compliance?”

Bloomberg also found the mechanism wasn’t a bug, as Phia had claimed, but a toggle labeled “enable coupon auto drop” that had been switched on since December 10 and off only on July 7, the day Bloomberg first contacted the company. An internal estimate cited by Bloomberg attributed roughly 51% of Phia’s June merchandise value to the practice, and average daily revenue reportedly fell from about $80,000 to $10,000–$28,000 once it was disabled.

Spinnova Eyes $15M U.S. IPO

By Alexandra Harrell
Finnish materials firm Spinnova is looking to raise at least $15 million through a U.S. initial public offering (IPO) as it works to commercialize its wood- and waste-based fiber technology.

The Jyväskylä-based company confidentially submitted a draft Form F-1 registration statement to the Securities Exchange Commission (SEC) for the proposed sale. If completed, the offering would be accompanied by a dual listing on the Nasdaq Capital Market. Spinnova’s existing shares would continue trading on Finland’s Nasdaq First North Growth Market under the ticker SPINN.

Spinnova said it would use the net proceeds to ramp up its Eteläportti demonstration facility, advance the commercialization of its technology and support general corporate purposes. The facility came under Spinnova’s full ownership last year after Brazilian pulp producer Suzano withdrew from further investments in its Woodspin joint venture. Production was subsequently halted while Spinnova evaluated options for restarting operations.

The contemplated raise follows a financially difficult year for the company. Spinnova generated 344,000 euros ($396,589) in revenue in 2025 and posted an operating loss of 41.3 million euros ($47.6 million), including an impairment of 18.4 million euros ($21.2 million) tied to Woodspin. It is scheduled to report its results for the first half of 2026 on Aug. 31.

Spinnova has traded in Finland since 2021, when its initial public offering raised approximately 115 million euros ($132.6 million).

FLORA is Launching Studios

FLORA, the AI creative canvas built by Weber Wong and Alex Li. This week it took its first step into vertical software with Fashion Studio, a connected set of tools that carries a garment from sketch to finished campaign, all in one workspace.

The tool moves through three stages: Concept turns a sketch or prompt into a photorealistic render. Refinement handles recoloring, fabric swaps, and flips between flatlay and worn “ghostform” views. Campaign covers the marketing side: model shots, multiple angles, 360-degree video, and a direct export to Shopify.

Testimonials from designers at Nike’s Jordan Brand and Prada’s Linea Rossa back the release, and the tool is free to try, with heavier usage metered.

It arrives five months after FLORA’s $42 million Series A, led by Redpoint Ventures, brought total funding to $52 million.

CircKit x De Montfort University on Circularity Reshaping Fashion

Fashion is undergoing its most significant transformation in a generation. Circular design, lifecycle accountability and compliance requirements are no longer emerging topics - they are live industry expectations and the next generation of fashion leaders needs to arrive ready for them.

CircKit for Universities is an academic licensing programme designed to bridge that gap, giving students hands-on access to the circular design and compliance tools used by real industry teams. De Montfort University is the first institution publicly confirmed to go live with the platform, embedding CircKit across multiple courses.

By working directly inside real industry lifecycle assessment (LCA) tools and navigating compliance and eco-design strategies first-hand, students develop a practical fluency in sustainability and circularity that theory alone cannot replicate - along with the critical thinking and decision-making skills employers are looking for from the moment they enter the workplace.

WeMarket A/S acquires FashionLab

By Jannick Troelsen
Danish agency WeMarket A/S today announces the acquisition of Swedish FashionLab. With the acquisition, WeMarket takes over the brand and customer base from FashionLab with a clear ambition to introduce these customers to the industry’s strongest AI photography solutions for the fashion industry.

WeMarket has recently distinguished itself with some of the absolute fastest-growing AI solutions tailored to the fashion industry and e-commerce. The technology enables fashion brands to create razor-sharp, professional fashion photos for their webshops faster and more efficiently than ever before.

Through the acquisition of FashionLab, WeMarket now aims to reach out to companies that have already explored the possibilities within AI-generated fashion and offer them a significant technological upgrade.

Thomas Haurum, founder of WeMarket, sees great potential in the acquisition and the synergy between the two brands: “The acquisition of FashionLab is a strategically important step for us. We have built a technology that truly pushes the boundaries of what is possible with AI in fashion and e-commerce. Now we look forward to welcoming FashionLab’s customers to our platform and showing them how our solutions can truly elevate their visual expression and streamline their business,” says Thomas Haurum.

For WeMarket, the acquisition is largely about building on the interest and groundwork that FashionLab has already created in the market. Rasmus Stouby, Business Director at WeMarket, adds: “The customers who have tried FashionLab have already shown immense curiosity and a willingness to optimize their e-commerce with new technology. Our task now is to carry that torch forward. We are ready with one of the industry’s absolute strongest and most thoroughly tested solutions for creating fashion photos, and we are convinced that we can create immense value for the customers we are now entering into dialogue with.”

More Headlines

• Ex-fashion CEO compared to Elizabeth Holmes as US seeks sentence

• Vestiaire Collective: New management, returning to growth, AI and a culture of ‘delivery’

• Marc Jacobs expands its brand storytelling strategy with ‘The Swap’

• Three denim players pilot material-level digital passport

Acquisitions

• FashionLab acquired by WeMarket A/S
  Undisclosed amount on August 17, 2026

New Additions to The Database

• ThreadChain
  Design-to-production infrastructure for Technical designers, In-house design teams & Manufacturers

• Vault
  Vault is an AI-powered fashion technology and e-commerce platform building the future of social wardrobe sharing.

• Circulei
  Circulei is a women-founded retailtech based in Curitiba that transforms wardrobes into smart assets. Through peer-to-peer clothing rental, each piece generates income, shares stories, and drives more conscious choices.

• FLORA
  PerDiem helps models and creatives track income across agencies, manage taxes in real time, and use AI to make smarter career decisions

• OuiShopp
  Shop online with friends. The world's first collaborative online shopping app.

So far I have added this Rachel Anataoff mesh top, the (now sold out) Christopher John Rogers x Old Navy scarf (that I wear as a top), and this Hevron halter top to my closet. But that’s clearly not enough for my upcoming trip to London and the rest of the summering I still have to do. Surely, this is a task to throw to AI, right?

Welcome back to App Diaries, a series where I – a former tech PMM turned stylist and consultant – use, test, push, and interrogate different apps, so you don’t have to.

Daydream, founded by Julie Bornstein in June 2025, is an AI-powered conversational fashion shopping platform. Side note: I have been following Julie since 2015, when I first saw her speak at the Harvard Business School Retail & Luxury Goods Conference (and became an immediate fangirl). Admittedly, I had downloaded the app sometime last year, but it never stuck for me. So I decided, why not give it another whirl in my seemingly elusive search for cute summer tops.

Upon downloading the app, you need to select brands to add to your favorites. I typed “Simon Miller,” “Staud,” “Farm Rio.” It quickly became clear to me that, the more brands I add, the better off future me will be. So I sat there racking my brain, with my closet in view, adding brands of the items I could see: “J.Crew,” “Ganni,” “Levi’s.” At a certain point, I thought: What is wrong with me? Why is this so hard for me? After I had a mini emotional breakdown, I made my way to the chat tab and typed in “cute summer tops that are not t-shirts”.

The Results

• Even though I specified no tees, there were a couple of t-shirts mixed into my search results. I felt that my results skewed feminine and romantic even though my “Style DNA” said otherwise (more on that later).

• I was excited that I could set price ceilings for different categories. There’s nothing like the jump scare of clicking the link in your favorite influencer’s story, only to find the top you love is $414 (true story). However, based on my results, those settings aren’t steadfast. My tops budget is set at $200, but my results included items up to $225.

• Once I found a top I loved, I selected “more like this.” This is where the recommendations ATE. And then, I realized they were way out of my price range (don’t you hate when that happens). So I refined the search with: “like this but up to $200”. The results did stay in my price range, but I needed to prompt it one last time so that all my results weren’t white. That led me to cute summer tops galore.

Honorable Mention

• Style DNA: This is a section on your profile that analyzes your style across 6 different attributes, including boldness and romanticism. My boldness score was below 50%. Ouch. Take a peek at my Instagram; I think you’d be hard-pressed to describe my style as anything but bold. I thought I’d be able to move the sliders to reflect my interpretation of my style, but I couldn’t. My best guess is that this score is based on the brands I favorited, the items I hearted, and/or a combination of both. After spending some more time hearting items, I was able to inch this over 50%. (Phew!)

My Request:

• Homepage: I appreciate that my favorites and recent searches are front and center when I return to the app. But I can’t save a search, which, after refining the prompt multiple times, I wanted to guarantee the exact parameters. (My hack: I tapped “more like this” on one of the items I hearted from the most refined search)

THE VERDICT
Score: 3.5 out of 5

Rationale: Minus some points for my crash-out. Daydream just needed multiple prompts to get me to cute summer top heaven. But once I got there, it was pretty good.

With a couple of “definite buy” cute summer tops under my belt, I began to consider how we got here. The idea of a fashion aggregator is not new news. In fact, the ShopStyles and the Polyvores of the world cracked that code open in 2007. They also no longer exist. Which, in turn, made me wonder: is Lyst still around? (Do you remember Lyst?!) Turns out, Lyst, founded by Chris Morton and Sebastjan Trepca in 2010, is very much still around.

And the team’s been cooking because they now have a Lyst app (wow!). My very first thought was: these brand colors look an awful lot like Daydream. They were heavily promoting “conversational search,” as the PMM in me would call it, with their full-screen takeover showing me example queries. Lyst clearly has been investing in tech to keep up with the new kids on the block (good for them!) My curiosity was definitely piqued.

Upon downloading, you need to favorite brands, so I copied the brands I inputted in Daydream. To my surprise, and this felt truly game-changing post my aforementioned emotional breakdown, when you tapped one brand, Lyst recommended 2-3 similar brands that you could also favorite. The “similar” brand recommendations could be improved, but this one feature felt groundbreaking.

I headed to the search tab and typed “Cute summer tops that are not t-shirts up to $200”

The Results:

• Lyst did respect my price ceiling, but that’s basically all there is to write home about. I was not inspired at all by my results. Nothing made a statement. Nothing really caught my eye. Nothing made me think: “I gotta have this.”

• I was really surprised because, given their assisted onboarding flow, Lyst actually had more favorited brands. So I was sure their recommendation algorithm had more signals. I was even curious if it would be better than Daydream’s. (Nope)

I’ll skip ahead to the verdict for you…

THE VERDICT
Score: 1 out of 5

Rationale: The magic began and ended in the assisted onboarding flow (sigh). I actually landed on the best search results by clicking clothing > tops in their search tab and filtering by price - what I just did for the Nordstrom Anniversary Sale. I feel so disappointed because I really had so much hope.

I refuse to give up. Can this be that hard? (Apparently yes). So, on my last stop, I took myself to The Mall. The Mall, founded by Sreya Halder and Ellie Konkser, officially launched in May 2026. It’s, you guessed it, your very own personal online shopping mall.

Since I was already on my third app of the day, I already had a sure-fire list of brands to add to my mall. But you definitely need more to build out your retail universe. My hack: visiting The Mall’s Instagram and adding brands I liked from their curations (most of which are gone since their rebrand and subsequent IG purge, but I suspect more curations are in the queue).

The Results

• To my surprise, unlike Daydream and Lyst, my results were organized by brand–or, I guess I should say, store. Which now makes sense, given it’s, well, a mall.

• The Mall then surfaced the relevant items in each store to me. It took me a minute to figure out how to get to all the relevant items. I needed to tap directly on the arrow (tapping anywhere else leads to the brand page, completely pulling me out of the search). Once I figured that out, it was game on. I started saving tops (yes, all in my price range thanks to the price filter)

• My biggest surprise was that my search results weren’t all from the brands I saved in my mall. It was kind of a mixed bag in an order I couldn’t figure out. The search results were okay, but they weren’t screaming “me”

• I visited my wishlist to tally up the number of items I saved, and when I got to the bottom, I realized the Mall surfaces “similar options”. Now, this curation was gold. It was as good as what I got on Daydream (maybe better?), but after my three prompts. (Sreya, Ellie, if you’re reading this, I need you to put this above the fold and blast it from the rooftops.) I literally doubled my wishlist; the recommendations were that good.

Honorable Mention:

• IG/TikTok Imports: You can import brands you find on IG (and TikTok) directly into the app. I’m psycho and have a never-ending folder of “brands to watch” on IG that I imported. So the next time I get targeted by another new-to-me brand ad, I’ll add it to my Mall. That way, I can feel like I’m holding on to them without clogging my feed or my inbox. (Hallelujah)

My Request:

• Search x My Mall: The Mall is your own personal universe of brands you love. I just want to take it one step further: the ability to search my entire curated mall for the exact item I’m looking for, without digitally walking into every store.

THE VERDICT
Score: 3.75 out of 5

Rationale: If I could search my Mall, this would have easily been a 4 (maybe even a 4.5). My wishlist on the Mall is my favorite of the three. It was definitely the app where I felt like I fell down a rabbit hole and got lost in cute summer tops goodness (finally!). I just wish I got to that feeling faster. My hunch is that I’m going to continue using The Mall the way I use Goodreads - a way to keep track of items that I definitely want to come back to in the future.

For the hell of it, I threw my search into Google (humor me) to see what would come up. I don’t know if it’s because my expectations were really low, I’m signed in across every device, and Chrome is my default browser, but the results weren’t that bad.

So what does that say? Is online shopping broken? 100%. Can AI help? Maybe. (But I definitely don’t want AI to do the shopping for me). Is there white space? Absolutely. And maybe, just maybe, a small part of me misses when I’d get the Delia’s catalog in the mail, sticker every item I wanted, and methodically make a wishlist to present to my mom. Ahh, the good ol’ days.

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Live Shopping Continues to Find Its Footing in Western Markets

After years of uneven adoption, live shopping is gaining real traction in Western markets as platforms refine format, logistics, and creator-led trust. In 2026, growth will be driven less by novelty and more by seamless checkout, tighter creator-brand alignment, and clear ROI for merchants.

Read more

Quick Headlines

• Whatnot Raised $545 Million valued at $20 Billion

• Poshmark Acquired the Operational Facilities of Linda’s Stuff

• PATINA is Turning EU’s Ecodesign for Sustainable Products Regulation (ESPR) Into a Growth Opportunity for Brands

• Oxfam Launch UK-first Charity-Owned Clothing Rental Service

• Tote Closes Doors

Whatnot Raised $545 Million valued at $20 Billion

By Ian Thomas
Building on the growing popularity of livestreamed shopping, startup market Whatnot said on Friday that it has closed its latest round of funding at a $20 billion valuation, nearly doubling its valuation from less than a year ago.

Whatnot, which said that it has more than 650,000 new people joining its platform each week, said in a release that it had already passed the $8 billion in gross merchandise volume it saw last year. Buyers have also more than doubled over the past year.

With the funding from this latest round, a $545 million Series G led by Iconiq, Lightspeed and Avra, the company plans to invest in ways for sellers to grow on the platform, according to Grant LaFontaine, co-founder and CEO of Whatnot.

“This investment allows us to build better tools, bring AI to more parts of the selling experience, help sellers reach more buyers, expand into new markets, and continue building the world’s biggest and most trusted marketplace,” LaFontaine said in the statement.

Whatnot, which ranked No. 8 on this year’s CNBC Disruptor 50 list, raised a $225 million Series F round led by DST Global and CapitalG in October 2025, valuing it at $11.5 billion. In January 2025, it raised $265 million in a Series E round, valuing it at nearly $5 billion. The company has raised approximately $1.5 billion since its founding in 2019.

Poshmark Acquired the Operational Facilities of Linda’s Stuff

By Chris Sirois
On August 3, Poshmark announced it is sunsetting its current consignment program and replacing it with what it calls consignment as a service. To run it, the company acquired the operational facilities of Linda’s Stuff, a long-running high-end resale consignor. Those buildings get repurposed for Poshmark sellers as Linda’s Stuff winds down its own legacy inventory. Poshmark’s stated reason is that high-value fashion needs physical infrastructure that a digital-only program cannot provide: expert authentication, white-glove intake, high-security handling, and dedicated fulfillment. The announcement is on the Poshmark blog.

There is no date and no eligibility list yet. Poshmark says access opens gradually as facility capacity allows.

What to do: if you were using the old consignment program, assume it goes away and plan to list those pieces yourself. If you sit on luxury handbags or designer pieces you have never wanted to authenticate and photograph, put them somewhere you can find them and wait for the eligibility details. This is Poshmark trying to keep the high end of the closet from walking to The RealReal, which means the terms it offers early are likely to be the most generous ones it ever offers.

The Female Founders behind IoDF, Launch PATINA. The Operating System Turning Europe's Product Passport Law Into Fashion's Biggest Sustainability and Growth Opportunity

After a decade at the forefront of fashion, technology and cultural innovation, Leanne Elliott Young and Cat Taylor today announce they have launched PATINA: an operating system built to solve one of fashion’s most expensive blind spots, what happens to a product after it’s sold.

Every fashion product soon to be sold into Europe will be legally required to carry a Digital Product Passport under the EU’s Ecodesign for Sustainable Products Regulation (ESPR). Most brands are treating this as a compliance requirement. PATINA starts from a different premise: this is the biggest opportunity the industry has been handed in years to actually fix what happens after a product is sold.

For the first time, product ownership can become a direct, ongoing relationship rather than a completed transaction. The opportunity is not simply to comply with regulation but to redesign the relationship between people, products and the planet.

The moment a product is sold today, the brand that made it loses all visibility of it. There is no data, no relationship, and no way to recapture the value that flows instead into resale platforms, repair shops and counterfeit markets the brand never sees a penny of. Brands spend heavily to acquire a customer, lose them the instant the product leaves the shelf, then spend again trying to win the same person back. Under the EU’s textile Extended Producer Responsibility regulation, brands can no longer burn unsold stock. So instead of making more clothes, they need to push value into the ones they’ve already made. Customer acquisition costs in fashion are rising, while secondhand fashion sales, much of it moving through resale platforms brands don’t operate, reached $55.5 billion in the US alone in 2025 (ThredUp/GlobalData Resale Report).

Consumers experience the same problem from the other side. They own products they can’t easily authenticate, don’t know how to properly care for, don’t know where to go to get repaired, and find reselling too much hassle to bother with.The item loses value faster than it should, pushing people toward replacing rather than repairing, precisely the cycle the industry needs to break, not reinforce.

PATINA is built on the belief that this is not two separate problems. It’s one problem, and the coming regulation is the moment to fix it properly instead of cheaply.

Oxfam Launch UK-first Charity-Owned Clothing Rental Service

In a UK-first, Oxfam has partnered with ACS (Advanced Clothing Solutions) to offer customers the chance to rent from a curated selection of the charity’s hand-picked donations.

Customers can hire pieces they love for 14 days before returning them to ACS to be professionally cleaned and cared for, ready to be worn and enjoyed by someone else.

This innovative partnership between two members of our UK Textiles Pact provides another source of funding for Oxfam's vital work to fight global poverty, alongside its established retail network, while giving donated clothing even more opportunities to be loved again and again.

Tote Closes Doors

By Mary Korlin-Downs
Tote, the agentic AI shopping platform that built personalized styling and discovery tools for fashion brands, is closing after nearly three years. Founder Kathleen Sheppard announced the news on LinkedIn this week, framing it as the start of a new chapter rather than a failure: she’s joining Remark as Chief of Staff for GTM, where she says she’ll keep pursuing the same goal that started Tote — better shopping guidance for every customer. Co-founder Gordon Li is stepping away to join TRACE as Founding Engineer, building what he calls “the next generation of commerce and pre-sale” alongside Katie Pfleger and Ella Rubin.

More Headlines

• Shein IPO pitched below $30 billion valuation, FT reports

• Retailers tap AI shopping traffic but fight to keep customer data

• Zalando launches B2B suite to generate AI product photos and videos

• Snap projects strong sales growth ahead of AR glasses debut

Fundraises

• Whatnot
  $545M Series G ($20B valuation) on Aug 7, 2026

Acquisitions

• Poshmark | Linda's Stuff (operational facilities)
  Undisclosed amount announced Aug 3, 2026

Closures

• Tote
  August 4, 2026

New Additions to The Database

• Ramp
  Ramp helps people discover latest collections from indie fashion brands based on their taste and location.

• Remark
  Bring the in-store experience online. Pair your shoppers with real product experts who can guide them through the purchase journey. Faster, more effective, and more trustworthy than training a team to do it yourself.

• Bèbèdí
  Bèbèdí is the first waist-worn body awareness wearable for women. Designed for understanding, not optimization.

• Perdiem
  PerDiem helps models and creatives track income across agencies, manage taxes in real time, and use AI to make smarter career decisions

• Patina
  Patina turns ownership from a transaction into a lasting relationship, helping brands create more value from the products already in the world and giving people more reasons to keep them.

Relist is hoping to change that stigma by meeting brands where their resellers already sell through a novel approach: rewards. They’ve recently partnered with WHP Global, home to brands like Anne Klein and Rag & Bone, to put their thesis to the test.

In my conversation with Relist co-founder and CEO Maneesh Karnati, we discuss how he ended up in this space and why what he’s offering to brands could flip the concept of branded resale on its head.

Emma: At a high level, what does Relist do?

Maneesh: For consumers, we have a digital closet that enables instant relisting across multiple sites, including Mercari, Depop, and eBay.

We also let brands reward their resellers where they resell. For example, if you sell a pair of Nike shoes on Depop tomorrow for $50, normally, you only get paid in cash. Now, with Relist, you’ll get that $50, plus a personalized discount code from Nike.

For the brands we work with, it boils down to a customer acquisition and retention play. They usually spend $100+ to acquire a new customer. That customer buys once, then resells on Poshmark, Depop, or eBay to fund their next purchase. That means there’s billions in resale GMV flowing through those marketplaces every year. Brands see it as a leak, but we see growth. Relist turns resale into the brand’s cheapest acquisition and retention channel, without forcing the brand to run a second business.

Emma Rayder: How did you come up with the idea for Relist?

Maneesh Karnati: While I was traveling in Southeast Asia about two and a half years ago, I came across a bunch of suit suppliers whose inventory sold for $200 or $300, versus the $3,000 standard here in New York City. I was working in AI product at the time, and came across a model that measured the body holistically. I thought suits would make a really cool use case, so I asked to license that technology, trained it with suit suppliers in Bangkok, and started shipping suits to new grads in the city.

This led me to realize how broken post-purchase and retail tech was. I got my first return, and I wasn’t sure how to handle it given the margin loss. There was no tech-enabled solution to handle this in even a 1% more seamless way. Eventually, I got a team together two years ago to work in the return space. We called the company Skip Returns.

The premise was, what if we can intercept an item mid-return and push it to the next buyer at an open box discount. Brands were incredibly interested, but once tariffs took effect, decision-makers didn’t know how to think about returns because they wanted to keep stock in America. So about eight months ago now, we pivoted to Relist.

We said, let’s just take branded resale for mid-market, flip it on its head, and bring brands to where items are actually selling, because the end goal is retention and acquisition, right?

Emma: Is there anything unique or particularly interesting to you about the retail and fashion tech space that surprised you?

Maneesh: It’s interesting how the tech world has kind of shunned retail, but it’s one of the biggest markets by GDP, exceeding almost everyone, nationally and worldwide. And the growth rate in resale specifically is crazy.

Even with those tailwinds, brands and investors continually say, “Oh no, we’re never looking at branded resale again.” People have been burned in the last decade trying to break into the space. In fintech or healthcare tech, a solution comes out, and you get a hundred iterations with a different logo and UI. Spray-and-pray is fine there, but not in retail.

That surprised me. Even talking to investors, there’s a real “hurt” mentality. And I get it. When one of the biggest funds in the world says “we’re done with this space,” that sticks. But it’s also pretty cool. Everyone feels like a first mover.

Emma: How have you pitched your value prop to brands, given that pushback?

Maneesh: In the beginning, it was very hard to get in front of a brand because, when you’re pitching resale, they immediately think branded resale and they’re jaded. So we focused our pitch on rewards and fintech, to help with retention and customer acquisition.

When we can show that you’re targeting people who already know your brand and that just made money, it’s pretty compelling. Rewards are something that almost every brand implements, but always when a consumer is losing money. We flipped that idea on its head.

We realized that leaning into the fact that we’re a Shopify plugin with no operations or engineering required was very attractive to brands.

At the end of the day, we want brands to reward their resellers, because that’s what drives loyalty.

Emma: And what about your pitch to investors?

Maneesh: My first page — the cover page of the deck — literally has our logo, but right alongside it, just as prominent, is the fact that we’re not brand resale. We wanted investors to know that right away. Moving the pitch away from “re-commerce” and into “rewards” has really helped, because that’s the end goal. When you hear “commerce,” you think operations-heavy, warehousing, manual — can it scale to the 100x that investors want to see? Repositioning it that way has helped a lot.

Warm intros have helped too. We’ve been in the space for two and a half years now, so it’s been a lot easier getting in front of the investors we actually want to reach, seeing what they want to hear, and knowing what we need to come back with or who’s ready to go.

I think we’re in a privileged spot now, getting that feedback immediately. But in the beginning, it was not that. We raised a pre-seed round a little over a year and a half ago. I wouldn’t call it easy, but it happened quickly – in maybe six to eight weeks. We found a champion that wanted to lead our round, so we’re properly venture-backed and also had three or four strategic angels come in.

Emma: How do you navigate the ever-changing nature of startups? What have your biggest learnings been along the way?

Maneesh: Honestly, trial by fire. This industry [retail and fashion], compared to others, especially, is still up-and-coming in the tech world.

We didn’t run a single line of code until we spoke with every vendor to understand how they actually implement and sell, and understood why some people are so much better at selling than others, and what it is that brands need to hear.

Emma Rayder: What’s next for Relist?

Maneesh: With all these players already moving in the luxury direction, I’d rather see how that plays out than compete head-on where no one’s tackling what we’re doing. And honestly, we don’t see them as competitors, but as complementary. If you want to do brand resale, do it. But you’re never going to capture 100% of people willing to come and sell on your own website. If both markets exist, you probably need both solutions. That’s my mentality.

But really, I want to focus on proving our value prop and building the network effect on both the brand and consumer sides. That alone is a brutal problem to solve, but we’re trying.

Quick Headlines

• eBay Officially Completes its Acquisition of Depop For Roughly $1.4 Billion in Cash

• CFDA and SOURCING by Informa Debuts Partnership

• Alta is Partnering With Rent the Runway

• Whatnot is in Talks to Raise a New Funding Round at a $20 Billion Valuation

• Quince Surpasses $2 Billion in Sales

eBay Officially Completes its Acquisition of Depop For Roughly $1.4 Billion in Cash

eBay’s acquisition of Depop officially went through on Thursday, with eBay paying Etsy $1.4 billion.

The acquisition builds on eBay’s continued momentum in fashion, a more than $10 billion annual GMV category for the company. With millions of users buying and selling fashion items, Depop has built one of the most vibrant and fastest-growing communities in fashion resale and cultivated a distinct, community-driven platform rooted in discovery, creativity, and peer-to-peer connection. Its highly engaged customer base and accessibly priced fashion inventory make Depop a natural complement to eBay’s leading proposition in C2C commerce. eBay intends to support Depop’s continued growth while preserving the elements that make the marketplace unique to accelerate the future of circular fashion.

“As a global leader in C2C and recommerce, eBay’s acquisition of Depop further strengthens our C2C value proposition. This combines two distinct customer experiences and expands our reach with the next generation of buyers and sellers,” said Jamie Iannone, Chief Executive Officer of eBay. “Our goal is to preserve Depop’s strong brand, community, and product experience, while helping the team accelerate the roadmap that is already underway and explore synergies with eBay in areas that can supercharge our combined growth potential.”

“Joining eBay, a company with a longstanding record of driving innovation in recommerce globally, is an exciting new chapter for Depop and our community,” said Peter Semple, Chief Executive Officer of Depop. “We’ve built a marketplace centered on creativity, self-expression, and connection, and we’re just getting started. Depop is a natural fit with eBay and together we can accelerate our growth while continuing to deliver the unique experience our users value.”

As part of eBay, Depop will operate as a complementary business, retaining its distinct brand, platform, customer experience, and culture. By combining Depop’s category leadership with eBay’s global scale and capabilities — including shipping, personalization, compliance, and trusted services — we will enhance the buyer and seller experience and accelerate growth.

CFDA and SOURCING by Informa Debuts Partnership to Advance Local Manufacturing and Fashion Supply Chain Innovation

By GlobeNewswire
FASHION by Informa and the Council of Fashion Designers of America (CFDA) today announced a new partnership launching this September at SOURCING by Informa in New York and continuing into 2027. The collaboration is designed to strengthen American fashion manufacturing, expand access to local production and create new connections between New York-based manufacturers and the global fashion marketplace.

Debuting at FASHION by Informa’s New York Marketplace at the Javits Center on September 9-11, 2026, the partnership will bring CFDA-curated local manufacturers and educational programming to the SOURCING show floor, creating direct access between local production partners and an international audience of brands, buyers and industry leaders.

“As the fashion industry continues to evolve, local production is becoming increasingly important not only as a business advantage, but as a way to preserve craft, improve speed-to-market, and create more resilient supply chains,” said Olivia Lyons, Head of Innovation and Partnerships at FASHION by Informa. “We are thrilled to partner with the CFDA to champion the resurgence of local manufacturing and to showcase the exceptional quality and innovation happening right here in New York City. By bringing CFDA’s expanded network of local manufacturers directly to our global audience at COTERIE and SOURCING, we’re not just facilitating introductions; we’re helping to rebuild the infrastructure of American-made fashion.”

The September event will include two CFDA-led educational sessions and a showcase of six to eight manufacturers from New York City. The partnership will continue in February 2027 with an additional showcase and educational programming, reinforcing both organizations’ shared commitment to sustained support for local manufacturing.

Alta is Partnering With Rent the Runway

By Mary Korlin-Downs
Jenny, the founder of Alta, is rolling out a new partnership with Rent the Runway over the next few weeks that puts AI-generated avatars and styled outfits on every RTR product page. The experience currently uses six generic avatars, sized 2 to 12, rather than personalized digital twins. Some have criticized generic avatars for threatening retail photo-studio jobs, but Jenny frames the move as additive, not a replacement: RTR could never shoot the volume of outfit combinations Alta generates, and customer research shows shoppers want more variety and a better sense of how pieces might look on them.

That behavior mirrors Alta’s core app, where about one avatar is generated every second by users who upload their closets and compete on a daily leaderboard of most-tried-on outfits. Jenny treats the app as a real-time trend gauge — Brazilcore and Zendaya’s Odyssey press-tour looks are trending now. She sees the avatar as the AI-era successor to the mirror selfie, extending into pets, beauty, perfume, and cars, with a user base spanning high schoolers to retirees united by a love of styling and a comfort with AI tools.

Whatnot is in Talks to Raise a New Funding Round at a $20 Billion Valuation

By Katie Roof
Whatnot is proving there’s still room for consumer startups in the AI era.

Live shopping startup Whatnot is in talks to raise financing at about a $20 billion valuation, according to people familiar with the matter.

This would be a significant jump from the $11.5 billion valuation at which the company raised capital late last year.

Whatnot hosts livestream shopping across categories ranging from fashion and sneakers to sports cards and vinyl records, taking a cut of each sale made on its platform in North America and Europe.

The round is in progress, and details could change.

Inspired by the large Chinese live shopping industry, such as Taobao, Whatnot has built a following among collectible users who use the platform to interact with and purchase products. The company notched $8 billion in live sales last year.

Consumer internet startups have struggled to attract venture capital amid the AI boom, as much of the industry’s capital chases foundation models, chips, and infrastructure. Whatnot’s potential valuation jump could signal that investors still have an appetite for consumer startups with rapid revenue and user growth.

Livestream shopping is already a massive business in Asia, generating hundreds of billions of dollars in annual sales. The format has been slower to catch on in the West, but platforms like TikTok Shop have helped normalize buying products through social media and live video, giving companies like Whatnot a tailwind.

Quince Surpasses $2 Billion in Sales

By Kathryn Hopkins
Quince is growing fast. The San Francisco-based company has surpassed $2 billion in sales over the last 12 months, WWD has learned.

Previously, Quince pegged its revenues at over $1 billion for 2025, logging triple-digit growth annually since its founding in 2018.

This comes after the factory-direct luxury essentials player closed on a $500 million series E funding round in March, valuing the company at $10.1 billion. The round was led by Iconiq and also saw participation from Baillie Gifford, Basis Set Ventures, DST Global, MarcyPen Capital Partners, Notable Capital, Wellington Management and WndrCo.

Launched in 2019 with $50 cashmere sweaters, the company has now expanded to more than 100 categories, spanning apparel, home, jewelry, travel, furniture and gourmet food.

The company uses an AI-powered business model, which predicts weekly demand at both size and stock-keeping-unit levels. Then, through partnerships with manufacturers, it places and launches lower-quantity orders and scales them based on consumer demand.

“Cashmere was the first product we launched in 2019: a $50 sweater that still costs $50 today, even after seven iterations driven by customer feedback. The price is proof that the model works, not the point. The point is earning customer trust by relentlessly improving the product until we get it right, then applying that same discipline across categories, from cashmere to couches to caviar. Revenue is an outcome of that trust,” Matt Lippert, chief merchandising officer, told WWD on Wednesday.

More Headlines

• Salesforce invests in Callimacus, Brunello Cucinelli’s AI platform

• EssilorLuxottica Beats Forecasts, AI Glasses and Myopia Products Drive Growth

• Kiehl’s rolls out permanent AI-driven smart mirror installations as ‘new face of in-store engagement’

• Mango partners with robotics start-up Theker to enhance logistics operations

• Perfect Corp. Delivers Higher Net Income on Stronger Gross Margins

• Inditex collaborates on a project to turn brewing industry waste into textile materials

• New York City women are making up to $30,000 per month by renting out their closets to strangers

• Gen Z say reselling their old clothes on Depop taught them more about business than college—and 85% of hiring managers actually agree

• The Met to host an exhibition about John Galliano

• Grande Luxe Collection launches ‘sale or return’ partnership for indie boutiques

• TikTok says Live Shopping grows fast in UK

Acquisitions

• eBay acquired Depop (from Etsy)
  $1.4B closed July 30, 2026 (originally announced Feb. 2026)

• Vusion acquired In-Store Media (ISM)
  Undisclosed amount announced July 27, 2026

New Additions to The Database

• Alma
  ALMA is the operating system for modern fashion brands, powered by AI.

• Toxome
  Toxome reads the label, scores what is in it, and points you at the pieces worth buying.

• Caimera
  Caimera is an AI Tool that helps brands go from concept to campaign with powerful on-brand visuals & 90% cost savings.

• Silhouet
  The design-to-production platform for emerging fashion brands.

• Syntetica
  Decarbonised circular materials for the textile industry, starting with nylon.

Become a paid subscriber to view the full Job Board.

Check back in daily to view additional positions added throughout the week.

CAKE

• Marketing Director - Member Engagement & Lifecycle - New York, NY

• Director of Growth - New York, NY

Cosh

• Fashion Technology Internship – Belgium

• Graphic Design Internship - Belgium/Netherlands/Germany/Spain

• Translator Internship - Belgium/Netherlands/Germany/Spain

• Internship (International) Business Management - Belgium/Netherlands/Germany/Spain

• Marketing Internship - Belgium/Netherlands/Germany/Spain

• Marketing & Community Coordinator Belgium – Belgium

Dayereh

• Dayereh Ambassador

Vivrelle

• Vivrelle 2026 Fall Internship (Sept - Dec) – New York, NY

Fashion Cloud

• Working Student - Fixed-term 2 months - Hamburg, Germany

• Digital Marketing Manager – Amsterdam, Netherlands

• Product Success Manager – Amsterdam, Netherlands

yoona.ai

• Business Development Intern – Berlin, Germany

• AI/ML Intern (Project-Based) – Berlin, Germany

• Intern (m/f/d) Fashion + 3D Design – Berlin, Germany

• Intern (m/f/d) Social Media – Berlin, Germany

• AI Working Student (Werkstudent) (Project-Based) – Berlin, Germany

• Advanced UI/UX Designer (Project-Based / Freelancer) Application – Berlin, Germany

• AI Engineer – Computer Vision, AI Agents & Model Deployment (Part-Time) – Berlin, Germany

• Customer Success (Intern) – Berlin, Germany

YesPlz AI

• Paid Intern: Short Video Creator Needed for Fashion Tech – Remote

• Senior Backend Engineer – Mountain View, CA

Mytheresa

• Intern Onsite Marketing - Aschheim, Germany

• Intern- Buying Assistance - Aschheim, Germany

• Intern App Experience - Aschheim, Germany

• Intern Global Events - Munich, Germany

• Senior UI Designer - Aschheim, Germany

• Personal Shopping and Client Relations Manager

• Executive Assistant to the CEO - Aschheim, Germany

• Director of Marketing - North America – New York, NY

• Office Manager - North America – New York, NY

• Online Marketing Manager SEO - Barcelona

SPREEAI

• Executive Assistant - Los Angeles, CA

• Social Media Intern - New York, NY

• Mobile Software Engineer Intern - San Francisco, CA

• Machine Learning Engineer Intern - San Francisco, CA

• Software Engineer Intern - San Francisco, CA

• Principal Engineer, AI Platform & Infrastructure - San Francisco, CA

• Social Media & Marketing Designer - New York, NY $75K - 100K/yr

• AI Researcher (Computer Vision/Multimodal/Generative AI) - San Francisco, CA

• Machine Learning Engineer (Computer Vision/Multimodal/Generative AI) - San Francisco, CA

• Mobile Software Engineer - San Francisco, CA

• Partnerships & Business Development Associate - Remote

• Software Engineer (AI Infrastructure / Training / Inference) - San Francisco, CA

• Software Engineer (Model Evaluation & Benchmarking) - San Francisco, CA

Depop

• Senior Machine Learning Scientist - Search – London, UK

• Staff Backend Engineer - Data Platform – London, UK

• Staff Machine Learning Scientist (Recommendations) – London, UK

• Staff Data Engineer – Data Quality & Governance – London, UK

• Staff Backend Engineer – London, UK

• Senior Data Platform Engineer – London, UK

• Senior Machine Learning Scientist – London, UK

• Senior Data Platform Engineer – Remote (UK)

• Senior Manager, Art Direction – New York, NY

• Finance Integration Lead – London, UK

• Senior Product Data Scientist – London, UK

• Staff iOS Engineer – London, UK

• Trust & Safety Director – London, UK

• Engineering Manager, Search – London, UK

• Engineering Manager, Payments – London, UK

• and more

Stitch Fix

• Senior Manager, Data Science - Styling Algorithms – Remote (US)

• ML Platform Engineer – Remote (US)

• Engineering Manager, Fulfillment – Remote (US)

• Platform Engineer – Remote (US)

• Lead Engineer - Product Catalog Team – Remote (US)

• Accounts Payable Manager – Remote (US)

• CRM Marketing Manager – Remote (US)

• Industrial Engineer Lead – Lithia Springs, GA

• Senior Manager, Product Design – Core Experience – Remote (US)

• Design Technologist – Remote (US)

• Senior Product Manager, Financial Systems – Remote (US)

• Product Manager, Household – Remote (US)

ShopMy

• Senior Product Designer - Remote

• Senior Manager, Product Research (UX/UR) - Remote

• Senior Product Builder, Creator - New York, NY $175,000 - $225,000

• Senior Product Builder, Shopper - New York, NY $175,000 - $225,000

• Senior Product Builder, Brand - New York, NY $175,000 - $225,000

• Director, Creator Acceleration - New York, NY $135,000 - $150,000

• Brand Growth Executive - New York, NY $120,000 - $150,000

• Manager, Creator Operations - New York, NY $100,000 - $115,000

• Manager, Client Strategy - New York, NY $110,000 - $130,000

• Senior Associate, Product Support - Brand - Remote

• Senior Product Marketing Manager - New York, NY $170,000 - $185,000

• Director, Client Strategy- Enterprise - New York, NY

• Senior Data Analyst, Product Analytics - New York $125,000 - $175,000

• Associate, Affiliate - Remote

Read more

STAUD, Alice + Olivia, Couper, Cult Mia, and Hampden Clothing are currently live in the initial pilot. More than 25 additional brands and retailers have signed on to join the program, including Anine Bing, Mansur Gavriel, ba&sh, Sandro, Maje, MESHKI, and Ramy Brook.

“Search has never been a strong suit on most fashion sites. It has traditionally been keyword-based and tied to each site’s taxonomy, which often doesn’t reflect the language customers actually use,” said Julie Bornstein, Founder and CEO of Daydream. “Since ChatGPT launched, consumers’ expectations for a better search experience have only grown. We see this on Daydream every day, where shoppers describe their needs in highly specific and personal ways. Powered by Daydream allows brands to bring that same experience to their own websites, offering customers a more intuitive way to discover products and ultimately helping drive conversion.”

Powered by Daydream is designed to integrate easily with a retailer’s existing website, product catalog and site infrastructure. It allows shoppers to describe what they are looking for using the natural, specific language they might use with a stylist or an in-store associate. The technology interprets that intent and returns relevant results from the brand or retailer’s own assortment.

The program builds on Daydream’s existing brand partnerships by bringing the company’s AI-powered discovery capabilities directly into partners’ digital storefronts, without requiring them to build the technology themselves.

“One of the most valuable aspects of working with Daydream has been seeing how people use AI throughout the discovery journey,” said Alicia Carbone, Chief Commercial Officer of STAUD. “Understanding how preferences evolve through conversation gives us context that simply isn’t available through a traditional search.”

Unlike general AI search tools, Daydream was built specifically for fashion and trained to understand the language shoppers use to describe style, including distinctions related to cut, drape, silhouette, occasion, aesthetic and price point. This allows the technology to move beyond traditional keyword search and interpret more nuanced fashion intent.

Powered by Daydream gives brands and retailers access to that technology while allowing them to retain their customers, data relationships and site experiences. The program reflects Daydream’s broader vision of improving fashion discovery wherever a customer chooses to shop, rather than confining its technology to a single destination.

“When we set out to build Daydream, our brand and retail partners told us they also wanted AI-powered conversational search on their own websites,” said Lisa Yamner, Co-Founder and Chief Brands Officer. “Powered by Daydream is a natural next step in our goal of improving fashion discovery across the broader ecosystem. Brands already have a lot on their plates so we’ve made the integration as simple as possible. We handle the technical work for them – just as we did when they joined Daydream’s platform – and now they can bring the same technology directly to their own customers.”

The launch follows a year of growth for Daydream, which recently exited beta and has surpassed 1.5 million shoppers. Daydream’s catalog now spans 325 retailers, more than 10,000 brands and 3 million products.

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Quick Headlines

• Gentle Monster Unveils Second Google & Samsung Smart Frame

• YouTube debuts Shopping Affiliate program with Boots, M&S and Next

• Vestiaire Collective Released Their 2026 Impact Report

• Reformation Launches IPO Targeting Up to $239M

• Iceland’s Sowilo Raises Pre-Seed to Expand AI-Powered Fashion Product Intelligence Platform

Gentle Monster Unveils Second Google & Samsung Smart Frame

By Zoe Leung
Gentle Monster has unveiled the second design from its upcoming next-generation intelligent eyewear collection, developed in partnership with Google and Samsung. Following the first reveal earlier this year, this new optical frame introduces a clean square silhouette, offering a more understated expression of the brand’s design language.

The category-defying design extends Gentle Monster’s signature optical design language into a highly versatile everyday form engineered for natural, hands-free interaction. To capture the collection’s distinct fashion perspective ahead of its release, the brand introduced the silhouette through a striking campaign photographed by Éamonn Zeel Freel, starring global models Anok Yai and Alex Consani.

Engineered for seamless performance, the eyewear connects with both Android (Samsung Galaxy, Google Pixel) and iOS (Apple iPhone) devices via a companion smartphone app. Wearers can utilize voice commands for music playback, calls, hands-free photography, real-time translation, turn-by-turn navigation, visual capture, and contextual AI assistance —allowing users to remain fully present in their environment.

Designed for lightweight, all-day comfort, the frames feature up to 9 hours of battery life on a single charge and an accompanying charging case that provides 7 or more additional full charges. The second frame joins the initial style ahead of the full collection launch, slated for release later this fall.

YouTube debuts Shopping Affiliate program with Boots, M&S and Next

By Katie Searles
YouTube is launching its Shopping Affiliate programme in the UK, in a move that creates “an ecosystem where creators, retailers and viewers connect seamlessly”.

Major UK retailers have already partnered with YouTube for this content tool, including Boots, Debenhams, Etsy, M&S, Next and Wayfair.

The video platform, which is owned by Google’s parent company Alphabet, has rolled out a raft of new tools and an expanded creator commerce offer, as it looks to cement its position in the fast-growing social shopping market.

Debenhams Group chief executive Dan Finley said: “The rise of content creators has fundamentally changed the way people shop. Customers are increasingly turning to creators they trust for product recommendations, and they want to be able to buy the moment inspiration strikes.”

The platform is introducing AI-powered features to “do the heavy lifting”, including auto-tagging products featured in videos, while also partnering with some of the world’s largest catalogues to bring more products onto YouTube.

It is also lowering the barrier to entry for creators, easing eligibility criteria so those with at least 500 subscribers can join the programme. It is also widening where shoppers can buy through YouTube, including bringing the experience to TV.

Vestiaire Collective Launches ‘Net Impact Score’ in 2026 Impact Report to Measure Resale’s Real Effect

In its 2026 Impact Report, luxury-resale platform Vestiaire Collective introduced a new Net Impact Score, developed with economic researchers, to measure how effectively resale shifts consumers away from buying new versus encouraging extra consumption. Based on 5,100+ user survey responses, ~85% said their purchase replaced a new item, and after accounting for the rebound effect nearly 9 in 10 received a positive net score.

Why it matters: It directly tackles the central criticism of resale — whether second-hand fuels overconsumption — with a measurable framework, from the first resale platform to reach B Corp status.

Full 2026 Impact Report here

Reformation Launches IPO Targeting Up to $239M

By Shubhendu Vimal
Reformation has launched its initial public offering, aiming to raise as much as $239m.

The company is offering 14.06 million shares of common stock priced between $15 and $17 apiece.

Of the total shares on offer, 9.47 million will be issued directly by the company, with the remaining 4.58 million coming from existing stockholders who are selling down their holdings.

Underwriters are set to be granted a 30-day option allowing them to buy a further 2.10 million shares at the offer price, minus applicable discounts and commissions, with these additional shares also being supplied by the selling stockholders.

As is standard for offerings of this kind, completion remains contingent on market conditions, with no guarantee given over whether the listing will proceed, nor over its eventual size or pricing.

The company has secured approval to list its shares on the New York Stock Exchange under the ticker REF.

Iceland’s Sowilo Raises Pre-Seed to Expand AI-Powered Fashion Product Intelligence Platform

By SaasRise
Icelandic fashion‑tech startup Sowilo raised a pre‑seed round backed by Kría, TGC Capital and angel investors to fund the global rollout of its AI‑powered product intelligence platform Catecut and launch a Shopify app.

Sowilo announced a pre‑seed funding round that will finance the worldwide expansion of its AI‑driven product intelligence platform, Catecut, and the launch of a dedicated Shopify app. The round was led by Iceland’s Kría fund, with participation from Netherlands‑ and India‑based TGC Capital and a group of angel investors from Iceland and Australia. Deal terms were not disclosed.

For Sowilo, the pre‑seed round provides the runway to transition from a pilot‑heavy model to a scalable SaaS business with recurring revenue from Shopify app subscriptions and enterprise contracts. The infusion also validates its technology stack, potentially accelerating upsell opportunities to existing customers seeking multilingual and SEO‑optimized content. Competitors such as Vue.ai and Syte, which focus on visual search and recommendation, may feel pressure as Catecut expands its content‑generation capabilities, forcing them to broaden their own product suites.

Overall, the round deepens the competitive dynamics in AI‑driven product content automation, prompting incumbents to accelerate product development and partnerships within the Shopify ecosystem.

More Headlines

• Inditex pledges €6.5m over three years to protect the Amazon

• WhatsApp is becoming retail’s favorite sales associate, report finds

• Magda Butrym to open first New York flagship ahead of NYFW runway debut

• Flowspace launches $50K Fulfillment Freedom Fund for e-commerce brands

• Nylon Recycling Startup Syntetica Raises $30 Million Series A

• Polish retailer LPP scales AI-generated 3D product twins with startup Pirxe

• NRF Nexus 2026 convenes retail leaders on AI-driven commerce

• EU ban on destroying unsold apparel, footwear and accessories takes effect for large companies

• EU fines AliExpress 550 million euros for selling prohibited products

• EU launches Digital Product Passport Registry

Fundraises

• Sowilo (Catecut)
  Undisclosed Pre-seed on July 21, 2026

• Syntetica
  $30 Million Series A on July 16, 2026

Acquisitions

• Crown Brands Group acquired Cosabella (from Calida Group)
  Undisclosed amount on July 23, 2026

New Additions to The Database

• Outfitted (previously Wear Next)
  Outsource your outfit decisions. Outfit ideas using clothes you already have.

• Paré
  What you own. What you want. What you wear. In one place. Elevate your style game.

• In Search Of
  Post your search, let sellers find you.

• Relist
  Acquire new customers through resale rewards. We add a rewards layer on top of resale so the brand re-acquires that reseller and drives a fresh purchase. We call it resale rewards.

• Trace
  The first presale marketplace for fashion. Girl math, but make it real.

Welcome back to App Diaries, a series where I – a former tech PMM turned stylist and consultant – use, test, push, and interrogate different apps, so you don’t have to. If you missed my inaugural post (and have been procrastinating digitizing your wardrobe), go check out: Indyx and Alta.

Some of my favorite (and most complimented) items in my closet are secondhand: the infamous metallic Adidas x Wales Bonner sneakers (via Poshmark), an out-of-this-world Loewe jacket (via Kindal Tokyo), and my Kate Spade Taxi Bag (via Poshmark). At this point, I’m convinced the best shopping happens secondhand. But don’t take it just from me. According to ThredUp’s 2026 Resale Report, by 2030, the global secondhand apparel market is projected to reach $393 billion, growing at more than 2X the rate of the overall apparel market.

This weekend, while it was monsooning here in NYC, I decided to stay inside and catch up on some client and, well, yes, personal shopping.

On My Mood Board: Marni Mini Raffia Bag

This spring, I shot paid social content for Rent the Runway, and one of the looks featured this beautiful Marni raffia bag. Since then, I haven’t been able to get it out of my mind. A quick Google search led me to Farfetch, where it retails for $514. So, naturally, I ventured to secondhand because $514? in this economy?

Beni, co-founded by Sarah Pinner, Kate Sanner, and Celine Lightfoot in 2021, pulls listings from over 40 marketplaces. (Note: I already had the Beni Chrome Browser extension installed, but I downloaded the app to best compare with Gem.)

Once in the Beni app, I felt like I was in an endless sea of Marni mini bags. And while my exact colorway wasn’t available (likely because it is so new), I stumbled upon a beautiful array of colors, some for ⅕ of the price; that’s worth a headline alone. Now, my actual dilemma is: which colorway should come home with me?

Gem, founded by street style photographer Liisa Jokinen and her husband Sampo Karjalainen in 2019, scrapes marketplaces and independent online stores like Beacon’s Closet, Recess L.A. and more. Gem gets bonus points because saved searches were automatically filtered by newness. It felt like I was seeing net-new product roll in real-time. I noticed that Gem notified me multiple times throughout the day, whereas Beni seemingly batched notifications at the end of the day. Don’t worry, both apps allow you to choose between push and/or email notifications. Your preference will depend on how high-stakes the assignment is (more on this later).

The One That Got Away: J.Crew Grommet Leather Belt

To start my search, I chose a sold-out belt I had recommended to a client as a perennial third item. I screenshotted it, saved it to my camera roll, and uploaded the photo directly to both apps seamlessly.

On Gem, I was hit with a wall of the same belt from Jasgood, but on Beni, the search results were truncated, so I got the Jasgood belt, but it also led me to differentiated options sooner. This is how I very quickly landed on this Sandro alternative, as well as this American Eagle and Coach option; all 3 of which I sent to my client. Boom, done, one task crossed off the list.

I did find, however, that I couldn’t figure out how to make this query a saved search on Beni – an issue I didn’t run into with the Marni search. I tried tapping the star in the upper right corner, but no dice. So to go back to the results, I had to reupload the image. This functionality was front and center on Gem.

This Summer’s Hunt: More Knicks Gear

If you don’t live under a rock, you know the Knicks are NBA champions for the first time since 1973 (and literally made NBA comeback history in Game 4, but I digress). While I admittedly hadn’t watched a single Knicks game before the playoffs this year, as a Native Yorker, this win has become my entire personality. Who doesn’t love a comeback story? As a result, I will be living in Knicks merch throughout 2026 (and honestly, forever at this point).

Now, it’s basically me against every New Yorker and every other real Knicks fan, so this is where those seemingly real-time Gem notifications actually come in handy. So many of the items are men’s and XXL, but I found this Tommy Hilfiger striped tee in S, and I bought it on Poshmark. It’s perfect because it has an “if you know you know” vibe. This was the only query that both Gem and Beni led me to sold-out items, but I figure that’s par the course when the items are in that high demand.

This search did feel like a race against the clock, so I slightly prefer Beni’s product page where both the price and size are visible in the search results. On Gem, you can only see the price, so I would get my hopes up and click in, only to realize it was indeed a men’s XXL tee. (Yes, I can use the filters to hone in on sizes, but for this kind of search, I wanted to see everything.)

Honorable Mentions

I have to shout out both teams for their curations; based on my time at Rent the Runway, I know this is a true art and science

• Gem’s homescreen seemingly featured all the categories on my radar. Bold gold jewelry? Yes. This necklace has been a summer staple. Brooches? Absolutely. I just saved one on Etsy. How are they inside my brain?

• Beni has a team of curators (including our very own ), who seem to know exactly what you’re looking for. I particularly loved the curation by Sloane “if you like Damson Madder” because, well, yes, I do love them and did, in fact, love her selects.

The storyteller in me fell in love with “Gem Stories”, a series where the team highlights the people behind the clothes. I particularly loved the profile on Laurinda Ndenzako, founder of Collective Closets, who is using her brand to celebrate women and bridge African and Australian cultures through fashion.

The Verdict

All in all, both Beni and Gem make secondhand shopping more efficient yet fun - a win-win. And while I actually purchased via Gem, I admittedly have been an OG follower of Beni; the switch from the extension to the app is a true upgrade. For now, I’m going to keep both, at least until I land on my new Marni bag, and, well, whatever other to-be-discovered gems I can give a second home. That’s the thing about secondhand: you never know what you’ll find.

Let me know in the comments which app you download and how it’s going.

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Quick Headlines

• Fleek Raises $25M Series B to Scale AI-Powered Secondhand Fashion Infrastructure

• Phia Accused of Fraud: Taking Affiliate Credit on Purchases It Didn’t Earn

• Perfect Corp. Enters Agreement to Go Private

• Klydo Shuts Down Quick-Commerce Fashion Delivery Operations

• The US’s First AI Disclosure Laws Officially Go Into Effect This Month in New York

• Whering Raises $7M Seed for AI Digital Wardrobe App

Fleek Raises $25M Series B to Scale AI-Powered Secondhand Fashion Infrastructure

By Kenny Fisher
Circular fashion marketplace startup Fleek announced that it has raised $25 million in a Series B funding round, with proceeds to be used to develop AI-powered technology enabling the second-hand fashion industry scale to meet growing demand.

Founded in 2021 by Abhi Arora and Sanket Agarwal, London-based Fleek operates a B2B secondhand fashion marketplace and develops AI tools designed to digitize the sourcing, grading and trading of used apparel.

According to the company, the funding comes as demand for secondhand fashion is growing three times faster than traditional apparel, yet the infrastructure powering this $200+ billion industry is manual and fragmented, with the sector still reliant on manual processes, inconsistent grading standards and disconnected networks with little pricing transparency.

The company has developed “Fleek Sort,” a vision-language AI model trained on millions of secondhand marketplace transactions, that helps identify, categorize, grade and merchandise secondhand garments using photographs or video. The platform is currently used by graders in sorting hubs in Pakistan, India and Dubai, and in pilots launching in the UK, Europe and the U.S.

The company said that once processed, inventory is automatically listed on the company’s marketplace, where AI-powered pricing, search, recommendation and matching systems connect stock with buyers around the world. Fleek noted that each transaction generates additional data that further refines the platform’s understanding of secondhand inventory, which helps suppliers increase recovery rates, enables buyers to source inventory more efficiently, and reduces clothing waste.

Phia Accused of Taking Affiliate Credit on Purchases It Didn’t Earn

By Dominic-Madori Davis
Phia, the shopping startup co-founded by Bill Gates’ daughter, Phoebe Gates, and Sophia Kianni, has been accused of a practice known as “cookie stuffing,” which may have helped the product receive commissions and credit for sales it did not actually generate, according to a Bloomberg investigation.

The report has sparked controversy and led to Phia’s suspension from Impact.com, a leading affiliate and influencer platform. Other startups have been sued over “cookie stuffing,” notably Honey, which is owned by PayPal and remains the subject of an ongoing class action lawsuit.

Founded in 2025, Phia has raised more than $40 million in funding and has a star-studded list of investors, including Khloé Kardashian and Hailey Bieber. The startup developed an app as a browser extension that works somewhat like Google Flights, but for shopping. Phia helps customers find the lowest-priced items across various retailers as well as discount codes to use when shopping. The company takes a commission on purchases made through the platform, an industry practice known as affiliate marketing.

The Bloomberg investigation, as well as findings from an independent consultant and a competitor, found that if a user shopped at an online retailer — even if they arrived at the site on their own or through another affiliate program like Wirecutter — Phia would open a new tab in the background. During the checkout process, Phia would override the referral codes from other affiliates and instead inject its own, allowing it to take credit for and potentially receive a commission on a purchase it didn’t earn.

Once the issue was flagged to Phia, a spokesperson told Bloomberg that all necessary changes had been made to fix the issue. A check by Bloomberg found the issue had been resolved. It’s unclear if the fix is enough to satisfy the retailers and affiliate partners that work with Phia.

Perfect Corp. Enters Agreement to Go Private

By Arthur Zaczkiewicz
Perfect Corp., an artificial intelligence and augmented reality company known for its beauty and fashion technology, said that it has agreed to go private. The company signed a merger deal with ProjectNY, a firm controlled by Perfect Corp.‘s own founder, chief executive officer and chairwoman, Alice H. Chang.

Under the agreement, shareholders will receive $2 in cash for each share they own. This payout gives investors a premium of about 48 percent compared to the stock’s price before the company first announced it was considering going private earlier this year.

Shares of the company jumped 10 percent this morning on news of the deal to $1.91. Trading volume was heavy at 3.6 million, which compares to an average volume of 73,000.

The deal is expected to close in the final three months of 2026, though it still needs to be approved by shareholders.

A group of major investors, including the chairwoman and CyberLink, already hold over eighty percent of the company’s voting power and have agreed to vote in favor of the deal. Once the merger is complete, Perfect Corp. will officially become a private company, and its shares will no longer be traded on the New York Stock Exchange.

Klydo Shuts Down Quick-Commerce Fashion Delivery Operations

Bengaluru-based quick-commerce fashion startup Klydo has paused its consumer fashion-delivery business less than a year after launching.

The platform was founded in September 2025 and promised 15-to 30-minute delivery for fashion, footwear, accessories, home and gifting products in Bengaluru.

India’s rapid-fashion delivery market is proving hard to sustain for startups. The sector faces high inventory needs, low sell-through, and heavy cash burn, which make profitability difficult even if demand looks promising.

Larger players such as Myntra and Nykaa continue to test faster delivery models, using scale and logistics depth that smaller startups cannot easily match.

The US’s First AI Disclosure Laws Officially Go Into Effect This Month in New York

By Raoul Borioni
One of the nation’s first AI disclosure laws officially went into effect this month in New York. Starting June 9, any advertisement that includes an AI-generated person must include a clear label disclosing the use of a “synthetic performer.”

The state’s synthetic performer disclosure law, signed by Gov. Kathy Hochul late last year, carries a $1,000 fine for a first violation and a $5,000 penalty for every violation thereafter.

“In New York, we are setting the rules of the road instead of letting AI run the show,” Gov. Hochul said. “Requiring simple, honest disclosure when an ad uses synthetic performers protects consumers, respects our creative workforce and keeps New York at the forefront of responsible innovation.”

Synthetic performers are AI-generated

AI-generated synthetic performers are digitally-created media that appear as a real person. AI-generated synthetic performers are sometimes used by advertisers to sell products, and with easy access to technology, there has been an increase in the use of AI-generated performers across all forms of media, including on social media and in digital advertising.

Without notice that the content the public is viewing is not real, AI-generated synthetic performers and manipulated media can undermine one’s ability to accurately distill fact from fiction.

Funding & Deals Tracker

Fundraises

• Fleek
  $25M Series B on Jul 9, 2026

• reverse.fashion
  Seven figures (undisclosed) Pre-seed extension on Jul 8, 2026

• Whering
  $7M Seed on July 8, 2026

Acquisitions

• ProjectNY (Alice H. Chang / CyberLink)
  Perfect Corp. (going private) at $2.00/share on Jul 10, 2026

Closures

• Klydo on Jul 6, 2026

More Headlines

• Whatnot Hit by Platform-Wide Service Outage

• reverse.fashion Secures Seven-Figure HTGF Pre-Seed Extension for AI Textile Sorting

• Depop makes selling free in Australia, helping people earn more from fashion resale

• Carousell Reaches EBITDA Profitability as Recommerce Drives Growth

• Perfect Corp. Showcases AI Beauty & Fashion APIs, Launches Global Hackathon at WeAreDevelopers Berlin

• MIC launches first elastic coiled silk yarn, grows revenue 10% in Q1

• Uniqlo scales circularity in collaboration with Central Saint Martins

• RE&UP launches Fiber Club to drive circular materials adoption

• DRESSX has launched AI virtual try-on inside the Windsor Fashions app

Introducing App Diaries. A series where I use, test, push, and interrogate different apps, so you don’t have to. By way of introduction, I’m Rolanda. I’ve spent the last ~10 years building my career as a product marketer at YouTube, Rent the Runway, and Google. Most recently, I transitioned to working as a marketing consultant, stylist, and creator. So, I’ll be analyzing the experiences not only for what I want for myself, but what would serve my clients as well.

The average American buys 68 items of clothing each year, so it’s virtually impossible to remember your entire closet. I see this constantly when working with my clients. When they are shopping in-store they turn to me and say “Do I have something similar?” “Do I have something I can wear this with?” I also work with my clients to style what they already have and understand what gaps we need to fill. And as a consumer, I know I would benefit from using a closet app. Confession #1: I’ve been putting off getting a closet app because photographing my entire closet felt like an insurmountable task. So, for the first installment of App Diaries, I’m comparing two closet apps that have been top of mind: Indyx and Alta.

App Head to Head

Task: Uploading your closet

My pick: Alta

Alta, launched in 2025 by Jenny Wang, dubs itself “your personal AI stylist that truly gets you.” While Alta leads with styling, building your digital closet is a core offering so the app can create outfits with items you own. Alta answered my closet cataloguing prayers. Confession #2: I practically have a mirror selfie of every outfit I’ve worn. So, I was able to upload those exact photos from my camera roll and have the app identify each item from there. I know; it’s literally magic. And for items that I didn’t have a photo of, I could search for them directly in the app and add them to my closet. Confession #3: The stylist in me stores a Rolodex of almost all of my items in my brain. If this isn’t you, I’d imagine you’d just need to be near your closet to check labels or dig through your inbox to find a brand.

Uploading proved far more difficult on Indyx, a “one-stop digital wardrobe app” that was launched in 2022 by Yidi Campbell and Devon Rule. Full length selfies didn’t translate to multiple items like they did on Alta, instead they got labeled as one – requiring manual cropping for each photo. If your item is relatively new, you can copy and paste links to your items from your browser to the app. When I stumbled up on the ability to add a mirror selfie, I thought I’d finally found what I was looking for. But the feature is intended to document outfits you’ve already pieced together in the app, not to add the items in the photo to your closet.

Maybe your camera roll isn’t overflowing with mirror selfies. In which case, receipt imports – which both apps support – might be the best path for you! Unfortunately, this approach won’t be best for second hand-heavy closets.

Task: Planning your Outfits

My pick: A tie!

Once your items are uploaded to your closet, building a moodboard to plan your outfit is straightforward. Alta’s wishlist feature allows you to add shoppable items that are not in your closet to visualize how you would style it with items you already own.

Both apps also let you virtually try on any look, which I used as a rest run for a wedding I attended over the holiday weekend. Avatar generation wasn’t 100% accurate on either app, so no definitive pick here!

Task: Understanding your closet

My Pick: Indyx

While both apps give you a birds eye view of everything you own, true to their mission, Indyx is a gold mine for data about your closet – from the categories and colors you own, how many of your items are new vs. secondhand, most worn vs. least worn items, and total spend. As a stylist, this gives me a snapshot of my clients’ habits and any closet gaps to fill. As a consumer, I’ll know if I own too many black baggy bottoms or which of my 12 white tank tops I actually wear.

Note: Analytics is an Indyx Insider feature

Task: Styling Inspiration

My pick: Alta

Once you start following other Alta users in the app, your home feed is populated with those users’ outfits of the day. I found that this was a great way to source outfit ideas and identify gaps within my own wardrobe. Confession #4: To date, items that I wish to buy are scattered across platforms – so having an in-app wishlist is quite seamless.

While you can follow users on Indyx, the app doesn’t have a home feed where you can see what others are wearing. This would be my #2 request to the product team (behind being able to upload entire outfit photos for items).

Task: Getting Styled (by real people)

My pick: Indyx

If you feel like you have nothing to wear but your closet is overflowing, you usually just need a fresh set of eyes. On Indyx, fellow fashionistas can create outfits for you, so new outfit combinations or that pair of pink pants that you’ve never worn can finally make it out of the house. If you want a little more professional help, you can book a virtual stylist directly in the app. Perusing through the app, the cheapest Lookbook minis (3 looks) start at $60 and Lookbooks (10 looks) start at $150.

Note: You need to be an Indyx Insider to be styled by the community

Confession #5: I’m skeptical of AI trying to replace the human touch, so I was hesitant to try Alta’s AI styling component. I prompted the app with, “I’m heading out to dinner with my girlfriends in NYC”, and was pleasantly surprised by the recommendations. As a native New Yorker, I even chuckled at the app’s distinction between looks for Brooklyn Heights and Chelsea. I like that you can choose to create looks primarily based on items in your closet –“closet mode”, or new item recommendations – “shopper mode.” Most of the time you don’t need to buy a new item.

Ironically, it seems there isn’t a definitive “winner” in the great closet app battle. As a product marketer, I think this proves our closets aren’t so black and white. Depending on your goal for digitizing your wardrobe, one app may be best for you. My read: if you love fashion with a capital F, care about deeply understanding your personal style, and want to connect with others that do too, Indyx is probably for you. If you don’t really care about the nitty gritty, just want an easy and fast way to upload your items for inspiration and recommendations on what to buy, Alta is probably best for you.

Let me know in the comments which app you download and how it’s going.
Use code ‘rolandaevelyn’ to receive $10 at sign-up on Indyx.

Have an app you’ve been eyeing and want us to test?

Submit Here

eBay Ventures backing a digital wardrobe platform signals that recommerce is maturing beyond resale marketplaces into something more behavioral, a layer that sits between a consumer and their closet long before a transaction ever takes place.

The Google AI Futures Fund participation is equally telling. Whering’s roadmap includes three incoming features built on that partnership: Enhanced, which upgrades user-uploaded clothing images to retailer-quality visuals; Gallery Scanning, which pulls individual items directly from outfit photos in a user’s camera roll; and Virtual Try-On, designed to help users visualize fit and styling on their own body. Each of these reduces friction at a specific point where most wardrobe apps lose users. That is a product strategy, not a feature list. The data underpinning all of it is what makes Whering’s position increasingly defensible. The company isn’t just tracking purchases. It is tracking what people actually wear, how they style it, and how it makes them feel, a dataset that simply did not exist at scale before now.

Since launching in 2021, Whering has built a majority Gen Z base, and the behavioral data coming out of that cohort is striking: 84% of users report wearing their clothes more frequently, and nearly 70% say they have cut back on fast fashion purchases since joining the platform. These represent a measurable shift in consumption behavior, and for brands, retailers, and resale platforms trying to understand how the next generation of fashion consumers actually operates, Whering is sitting on a research asset as much as a consumer product.

Founder and CEO Bianca Rangecroft has spent five years building toward this moment, and the next chapter, connecting wearing, restyling, and reselling within a single ecosystem, is where Whering’s accumulated data advantage becomes a competitive moat. The circular economy has had no shortage of advocates. Whering is building the operating system for it.

Fashion buyers, editors, and influencers walked out of shows talking not about what the models were wearing, but what they wished they were wearing. Breathable fabrics, lightweight tailoring, and fluid silhouettes were top of mind. This oppressive heat begs the question: What do we wear when the weather stops cooperating?

For decades, “climate” in fashion was synonymous with sustainability, and hyper focused on the latter’s impact on the former. That conversation isn’t going anywhere, but a second one has opened up alongside it: not how fashion affects the climate, but how the climate is now redesigning fashion. And there’s a wave of materials-science startups betting that the next great ingredient brand comes out of it.

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Velvet

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Mine & Yours

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Levi’s (Levi Strauss & Co.)

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Launchmetrics

• Digital Marketing Intern – Milan, Italy (Remote)

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