Alta, the fashion tech company inspired by the movie "Clueless", has partnered with brand Public School to integrate its styling tools into the brand's website. This move marks one of the first instances of a designer embedding personal avatar and styling technology into its own website.
Alta, which raised $11 million in a funding round led by Menlo Ventures last year, allows users to create digital closets and try on clothes with their own virtual avatars. The company has expanded significantly since the funding round, with its product now officially in the app store and over 100 million outfits generated on the platform since its launch in 2023.
According to Jenny Wang, founder of Alta, the company is focused on building app and website integration experiences for brands, where customers can try on designer clothing using a personalized Alta Avatar. The partnership with Public School is the first of its kind, with shoppers able to style looks from the new collection on their own Alta avatar.
The Partnership
Wang met the Public School team, including designers Dao-Yi Chow and Maxwell Osborne, through the founder of Poshmark, who is also an angel investor in both companies. Public School had been looking for an AI partner and virtual try-on avatar solution, and the team wanted to take advantage of the latest technological developments to extend their storytelling and interact with consumers.
As part of the partnership, users can access Public School's products on Alta's standalone app, and style their avatars with the brand's clothing. The goal is for Alta to integrate more experiences like this into other brands and websites, allowing users to try on clothes on other websites even while outside the Alta app.
Market Context
Major fashion brands like Zara and Balmain have already experimented with digital avatars, but Alta's technology allows avatars to put on at least 8 items within seconds, whereas Zara avatars can wear only four and often take around two minutes. Wang believes that Alta's technology is more advanced and user-friendly, making it an attractive solution for fashion brands looking to enhance their online shopping experience.
Overall, the demand for virtual avatars has increased, and Alta is well-positioned to capitalize on this trend. With its partnership with Public School, Alta is taking a significant step towards achieving its goal of becoming the "personal identity layer for the future of consumer AI and shopping".
