Vivrelle, a luxury membership platform for renting high-end goods, announced the launch of a new AI personal styling tool named Ella on Thursday. This launch is part of a partnership with fashion retailers Revolve and FWRD. It serves as an example of how the fashion industry is using AI technology to improve customer experiences and is one of the first partnerships to bring three retailers together to offer a personalized AI experience. Revolve and FWRD allow users to shop for designer clothing, and Revolve also offers an option to shop for pre-owned items.
The tool, Ella, provides customers with recommendations across all three retailers for what to purchase or rent to complete an outfit. For instance, users can ask for a bachelorette weekend outfit or for suggestions on what to pack for a trip. The technology will then search across the Vivrelle, FWRD, and Revolve shopping platforms to create outfit suggestions. Users can check out with all the selected items in one cart on Vivrelle.
In theory, the more a person uses Ella, the better its suggestions become. It is the fashion equivalent of asking ChatGPT for wardrobe advice. Blake Geffen, the CEO and co-founder of Vivrelle, stated that she hopes Ella can take the stress out of packing for a vacation or everyday dressing. She mentioned that Ella has been in development for quite some time, taking about a year to build and release.
This is actually the second AI tool from the partnership between Vivrelle, Revolve, and FWRD. Earlier this year, they launched Complete the Look, which offers last-minute fashion suggestions to complement items already in a customer’s cart at checkout. Their latest tool, Ella, takes the fashion recommendation service to a new level.
The fashion industry has long been focused on creating personalized shopping experiences, a concept even depicted in the 90s movie Clueless. The current AI boom has led to rapid innovation and democratized access to AI technology, enabling many fashion companies to launch personalized AI fashion tools and raise significant funding.
With Ella, Vivrelle aims to give members flexibility and options to shop or borrow with ease through seamless conversations that mimic talking to a live stylist. The company is excited to be the first brand to integrate rental, resale, and retail into one streamlined omnichannel experience.