The challenge

Fashion advice is often subjective. One stylist focuses on body shape, another on proportions, another on personal taste. The result is inconsistent advice that is difficult to scale and impossible to apply consistently across thousands of products.

Styling advice is often subjective. Books, magazines and even professional stylists frequently contradict each other. One expert considers a V-neck flattering, while another recommends avoiding it for the very same body type. As a result, advice is often based on personal opinion and experience rather than consistent, measurable principles.

My starting point was simple:

Could the principles behind flattering clothing be translated into an objective, repeatable system?

If the visual balance between a woman’s body and her clothing could be described using measurable characteristics instead of opinion, styling advice could become consistent, personalised and scalable.

That question became the foundation of the technology.