Ella: The AI Stylist That Will Judge Your Crocs

 Luxury rental platform Vivrelle teams up with Revolve and FWRD to release Ella — an AI stylist designed to take the agony out of getting dressed (and maybe out of free will).


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Vivrelle, the membership-based luxury rental service, has joined forces with retailers Revolve and FWRD to launch Ella — an AI-powered personal stylist that promises perfectly curated outfits for every occasion. In other words: a machine that decides whether your sequined jumpsuit is a vibe or a crime.

How Ella Works (in Three Glorious Steps)

  1. You tell Ella what you need. Something casual? A bachelorette party ensemble? A plane outfit that still says "I have my life together"? Type it in.

  2. Ella searches across Vivrelle, Revolve and FWRD. It pulls together shoes, accessories, rental options, and resale finds — then assembles a full look.

  3. One cart, one checkout. Want to rent, buy, and resell in a single transaction? Ella will make it happen while you take the perfect selfie.

CEO Soundbite (But Make It Relatable)

“We built Ella to reduce the stress of packing and choosing daily outfits,” says Blake Geffen, CEO and co-founder of Vivrelle. Which is delightful, because nothing says "less stress" like outsourcing your wardrobe to an algorithm trained on runway photos and targeted ads.

Why This Is Both Impressive and Slightly Terrifying

  • Convenience: Ella combines rental, resale, and retail into one seamless shopping journey. One app, infinite outfit justification.

  • Personalization: The more you use it, the better the recommendations — meaning your taste (or lack thereof) becomes fuel for machine learning.

  • Privacy vibes: Expect Ella to know your denim insecurities and your irrational love for glitter. It learns fast.

The Sequel: From "Complete the Look" to "Complete the Identity"

Ella isn’t the trio’s first AI toy. Their earlier feature, Complete the Look, nudged buyers toward complementary purchases at checkout. Ella steps it up: instead of just suggesting matching boots, it assembles entire personalities — available in limited sizes.

Historical Context (For the Fashion Nerds)

Fashion’s flirtation with personalization isn’t new — the 1995 film Clueless had a virtual closet before virtual closets were cool. Ella is simply the 2025 version: powered by cloud compute, a dash of venture capital, and an unsettling willingness to monetize your existential wardrobe crises.

The Unavoidable Verdict

Ella will probably save you time and look great in your Instagram grid. But no algorithm can retroactively delete the photo of you in Crocs at that rooftop bar. Still, if you need help deciding what to wear to your friend’s wedding, an AI stylist that balances rent-vs-buy and minimizes packing anxiety sounds... fine.

source: techcrunch


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