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Jenny Wang, founder of Alta, is revolutionizing how we approach fashion by merging digital innovation with personal style. This evolution holds significant implications for entrepreneurs looking to capitalize on tech-driven fashion solutions.
Last year, Alta attracted $11 million in funding led by Menlo Ventures to empower users to curate digital closets and try on outfits with personalized avatars. This concept, reminiscent of the iconic styling seen in “Clueless,” is now a reality, enabling users to design and plan their looks using state-of-the-art innovations.
The funding round saw participation from notable figures such as models Jasmine Tookes and Karlie Kloss, alongside venture arms like Anthropic’s Anthology Fund and Rent the Runway co-founder Jenny Fleiss.
During a recent discussion in New York, Wang shared insights on Alta’s recent advancements. The product has officially launched on app stores, and esteemed publications like Time and Vogue have recognized it as one of the year’s top innovations, with users generating over 100 million outfit combinations since its debut. Alta is now partnering with Poshmark and the Council of Fashion Designers of America, and more collaborations are set to be announced shortly.
“Our app features numerous brands that users can shop from,” Wang remarked.
Currently, the focus is on enhancing integrated experiences for brands, allowing customers to try on garments from designers using their personal Alta Avatars. This week marked a significant milestone as the company unveiled its first collaborative integration with Public School, a renowned NYC brand.
“Shoppers can style looks from this new collection on their personal Alta avatars,” Wang explained.
The partnership with Public School was facilitated through connections with Poshmark, whose founder is an angel investor in both enterprises.
Public School’s designers, Dao-Yi Chow and Maxwell Osborne, had been on the lookout for a virtual try-on solution, and Chow has been an enthusiastic user of the Alta app himself.
After a brief hiatus, this NYFW marks Public School’s vigorous comeback, with the founders expressing a renewed sense of direction and purpose.
“We need to view technology as an ally in today’s landscape,” Chow noted, emphasizing the need to leverage current advancements. “It’s no longer 2015,” he declared. “We strive to thoughtfully utilize tech, not solely as a design instrument but as a means to enhance our storytelling and engage with consumers who may not experience our brand in person.”
Wang highlighted the innovative nature of this collaboration, being one of the first instances where a designer incorporates avatar styling directly on their website. Users can click the “Style by Alta” icon located on the Public School product page to style their avatars and visualize how the clothing would fit before making a purchase.
Moreover, Alta users can access Public School through the standalone app as well. Wang aims for Alta to create more such experiences across various brands and websites, enabling users to shop and try on clothes seamlessly, even outside the Alta platform.
“Currently, users must add items to their Alta wishlist to style outfits with their avatars, but our goal is to allow this experience directly on brand websites,” she explained. “We want to enhance the customer journey and foster deeper connections with brands.”
Leading fashion brands, including Zara and Balmain, have dipped their toes into digital avatars. What sets Alta apart, Wang claims, is its speed, with users able to dress their avatars in over eight items within moments, whereas others, like Zara, often take considerably longer with fewer items.
The demand for virtual avatars is on the rise. Wang sees Alta as evolving from its “Clueless” roots to embody a comprehensive digital avatar business.
“While the consumer-facing Alta app mirrors the ‘Clueless’ closet experience, the enterprise side integrates personalized styling and virtual try-ons,” she stated. “Ultimately, I envision Alta becoming the personal identity layer for the future of consumer shopping.”
To make agentic commerce a reality, Wang asserts that “We need a robust data layer that comprehends shopper preferences—covering closet contents, past purchases, and avatar features. That’s the promise of Alta.”
### Hustle Verdict
Our take is that the rise of digital wardrobe solutions signals a transformative shift in the fashion industry. We believe entrepreneurs should closely monitor this trend, as integrating personalized tech into shopping experiences can significantly enhance customer engagement and loyalty. The bottom line is that businesses that adopt innovative strategies like Alta’s are well-poised to capture the future of fashion commerce.
