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

Summary

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. Techcrunch event San Francisco | October 27-29, 2025 Fashion has been obsessed with trying to make personalized shopping happen for decades now. Even the 90s movie “Clueless” ...