Vivrelle, a luxury membership rental platform, announced on Thursday the launch of an AI personal styling tool called Ella, which is a significant outcome of its collaboration with fashion retailers Revolve and FWRD.
This release demonstrates how the fashion industry is using AI technology to enhance customer experience, and it is also one of the first cases of three retailers jointly launching personalized AI services. In this collaboration, Revolve and FWRD provide customers with designer clothing purchase services, while Revolve also offers second-hand options.
The AI styling tool Ella can provide customers with purchasing or rental recommendations across three retail platforms, helping users complete their entire outfit. Users can specify their needs, such as "bachelor party weekend look" or "travel packing advice," and the system will search and generate styling suggestions across Vivrelle, FWRD, and Revolve shopping platforms. Users can then complete their purchases in one place on the Vivrelle platform.
The core advantage of this tool lies in its learning ability. The more frequently users use it, the more accurate Ella's suggestions become, effectively providing a ChatGPT-like assistant for fashion styling.
Blake Giffin, CEO and co-founder of Vivrelle, told TechCrunch that she hopes Ella will "eliminate the stress of vacation packing or daily dressing." It is reported that Vivrelle recently completed a $62 million Series C funding round.
Giffin revealed that the Ella project has been in development for a considerable time, taking about a year from construction to launch. This is actually the second AI tool launched by the three companies. Earlier this year, Vivrelle, Revolve, and FWRD had already launched the "Complete the Look" feature, offering instant styling suggestions at checkout. The latest Ella tool takes fashion recommendations to a new level.
The pursuit of personalized shopping in the fashion industry has a long history. As early as the 1990s movie "Clueless," the concept of characters selecting clothes through a digital wardrobe was shown. The current AI technology wave has promoted rapid innovation and lowered the threshold for using AI technology, enabling many fashion companies to launch personalized AI fashion platforms and secure substantial funding.
Giffin said, "Through Ella, we provide our members with the maximum flexibility and choice, allowing them to easily purchase or borrow items. Users can share any amount of personal information through natural conversation, just like talking to a real stylist. We are excited to be the first brand to offer an omnichannel experience integrating rentals, resales, and retail."
This collaborative model not only demonstrates the potential of AI in the fashion retail sector but also provides a new reference direction for cross-platform cooperation within the industry.