17 Stylish, Affordable Winter Looks to Shop
You’re probably aware that fast-fashion retailers churn out trends for the masses, trickled down from the runway. But Choosy sources all of its data from Instagram. I met with the online retailer’s founder, Jessie Zeng, who worked with the Choosy team to develop an algorithm that studies the comments we’re posting and photos we’re liking from influencers and celebrities. That probably seems complicated, but it’s a surprisingly natural process. For example, if a bunch of people seem to be attracted to the dress Sophie Turner’s wearing in a recent snap and engage accordingly, Choosy picks up on that and designs its own iteration.
But here’s the most important thing: every time Choosy develops a new article of clothing, the fabric is sourced only from select materials that are already available to the brand, and inventory is limited to 80 total pieces (including extended sizes). If the product does well, and the demand is there, Choosy will restock that item. It’s a sustainable operation intended to minimize waste, and it’s a business model we can definitely get behind. Plus, the Fall drops, which happen every Sunday, seem to be exactly what we’ve been double-tapping over the course of the last month. So yes, Choosy’s direct-to-consumer approach really does work, and the company knows what we want.