Fashion retailers partner to offer personalized AI styling tool ‘Ella’

The luxury membership platform Vivrelle, which allows customers to rent high-end goods, announced Thursday the launch of an AI personal styling tool called Ella as part of its partnership with fashion retailers Revolve and FWRD.

The launch is an example of how the fashion industry is leveraging AI technology to enhance customer experiences and is one of the first partnerships to see three retailers come together to offer a personalized AI experience. Revolve and FWRD let users shop designer clothing, while Revolve also has an option to shop pre-owned.

The tool, Ella, provides recommendations to customers across the three retailers on what to purchase or rent to make an outfit come to life. For example, users can ask for “a bachelorette weekend outfit,” or “what to pack for a trip,” and the technology will search across the Vivrelle, FWRD, and Revolve shopping platforms to create outfit suggestions. Users can then check out in one cart on Vivrelle.

In theory, the more one uses Ella, the better its suggestions become. It’s the fashion equivalent of asking ChatGPT what to wear in Miami for a girl’s weekend.

Blake Geffen, the CEO and co-founder of Vivrelle (which announced a $62 million Series C earlier this year), told TechCrunch that she hopes Ella can take the “stress out of packing for a vacation or everyday dressing.

“Ella has been in the works for quite some time,” she told TechCrunch, adding that it took about a year to build and release the product. 

This is actually the second AI tool from the three companies. The Vivrelle, Revolve, and FWRD partnership earlier this year also launched Complete the Look, which offers last-minute fashion suggestions to complement what’s in a customer’s cart at checkout. Their latest tool, Ella, however, takes the fashion recommendation game to another level.

Fashion has been obsessed with trying to make personalized shopping happen for decades now. Even the 90s movie “Clueless” showed Cher picking outfits from her digitized wardrobe.

This current AI boom has led to rapid innovation and democratized access to AI technology, allowing many fashion companies to launch personalized AI fashion companies and raise millions while doing so.

“With Ella, we’re giving our members as much flexibility and options as possible to shop or borrow with ease, through seamless conversations that allow you to share as little or as much as you want, just like talking to a live stylist,” Geffen said. “We’re excited to be the first brand to integrate rental, resale, and retail into one streamlined omnichannel experience.”