Partnership Overview

Vivrelle, a luxury membership platform that enables customers to rent high‑end goods, announced a collaboration with fashion retailers Revolve and FWRD to introduce an AI personal styling tool named Ella. The three companies are combining their inventories so the assistant can search across Vivrelle, Revolve and FWRD to propose outfit ideas tailored to user prompts.

How Ella Works

The tool lets shoppers ask for specific styling scenarios—examples cited include a “bachelorette weekend outfit” or “what to pack for a trip.” Ella then scans the product catalogs of all three partners and returns outfit suggestions that can be purchased or rented. Users can add the recommended items to a single cart on Vivrelle and complete checkout without navigating multiple sites. The assistant is designed to improve its recommendations the more a user interacts with it, creating a personalized experience that mimics a conversation with a live stylist.

Earlier Collaboration

Ella follows a previous joint effort by Vivrelle, Revolve and FWRD that launched the “Complete the Look” feature. That earlier tool offered last‑minute fashion suggestions to complement items already in a shopper’s cart at checkout. Ella expands the concept by providing full‑outfit recommendations rather than just complementary pieces.

Development and Leadership

Blake Geffen, the CEO and co‑founder of Vivrelle, explained that Ella “has been in the works for quite some time” and required roughly a year to build and release. She emphasized the goal of reducing the stress of packing for a vacation or everyday dressing, noting that the assistant can learn from each interaction to become more accurate over time.

Financial and Market Context

Vivrelle recently secured a $62 million Series C funding round earlier this year, underscoring investor confidence in its blend of rental, resale and retail services. The launch of Ella reflects a broader industry trend toward AI‑driven personalization, with fashion brands seeking to integrate sophisticated recommendation engines into the shopping journey.

Industry Implications

The introduction of Ella illustrates how fashion retailers are leveraging artificial intelligence to create seamless, omnichannel experiences. By unifying rental, resale and new‑item shopping under a single conversational interface, the partnership aims to set a new standard for personalized styling assistance in the digital retail space.

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