‘Clueless’ -inspired app Alta partners with brand Public School to start integrating styling tools into websites

Jenny Wang, the visionary founder behind Alta, is making waves in the fashion tech industry, reminiscent of the iconic styling scenes from 'Clueless.' Following a successful funding round last year, where Alta secured $11 million led by Menlo Ventures, the app is empowering users to curate digital closets and experiment with outfits using personalized virtual avatars. Since its launch in 2023, Alta has garnered significant attention, generating over 100 million outfit combinations. The app, recognized as one of the top innovations by both Time and Vogue, is now available on app stores and has partnered with notable brands such as Poshmark and the Council of Fashion Designers of America. This week marked a pivotal moment as Alta announced its collaboration with Public School, a renowned New York City fashion label. This partnership allows shoppers to style looks from Public School's latest collection on their unique Alta avatar. Wang highlighted that the founders of Public School, Dao-Yi Chow and Maxwell Osborne, were in search of a cutting-edge AI solution, and their connection to Alta was facilitated through Poshmark’s founder, who is also an investor in both ventures. After a hiatus, Public School made its grand re-debut at New York Fashion Week, with Chow expressing the importance of integrating technology into their business model. He stated, "We have to look at tech as a partner in the business today," emphasizing a thoughtful approach to utilizing technology and AI as storytelling tools that enhance consumer interaction. Wang pointed out that this collaboration is among the first to integrate personal avatars and styling technology directly into a brand's website. By clicking an icon labeled 'Style by Alta' on Public School’s product page, customers can create and style their avatars to see how the clothing would look on them before making a purchase. While Alta users can also access Public School offerings through the standalone app, Wang aims to expand this integration to other brands, allowing users to try on clothing seamlessly across various websites. Currently, users must add potential purchases to their Alta wishlist before styling their avatars, but the goal is to streamline this process. The demand for virtual avatars is on the rise, and Wang believes that Alta stands out in this space. Unlike competitors, Alta avatars can don multiple items quickly, significantly enhancing the user experience. Wang envisions Alta as both a nostalgic nod to 'Clueless' and a forward-thinking digital avatar business, aspiring to become the "personal identity layer for the future of consumer AI and shopping." To realize her vision, Wang emphasizes the need for a robust data framework that understands consumers' style preferences, encompassing their closets, past purchases, and avatar characteristics, setting the stage for a new era of shopping integration.