Aesthetic app links social trends with fashion shopping

A new fashion platform, Aesthetic, is launching with a mission to become the ‘Shazam for clothes.’ Using AI-powered technology, the company offers a service called Alma that helps users identify clothing they spot on social media. By sending a post link to Aesthetic via TikTok or Instagram, users are directed to the brand’s website, where they can shop for the outfit or save it to a Lookbook collection.

CEO LJ Northington was inspired to create Aesthetic after noticing a lack of tech innovation in e-commerce. His initial ideas for personal shopping didn’t quite work until he realised that analysing social media feeds could reveal personal style preferences. Northington believes his platform allows users to engage with fashion inspiration without leaving their favourite apps.

Aesthetic is also exploring ways for creators and brands to monetise their styles through personalised pages. Northington mentioned discussions with record labels about allowing artists to promote their trends, such as Beyoncé’s silver-inspired looks for her ‘Renaissance’ tour or Charli XCX’s neon-green fashion from Brat Summer.

The app has attracted funding from Zeal Capital and Slow Capital, with further support from Google Cloud’s AI startup programme. Northington aims to achieve profitability through efficient use of AI. His background includes business development for Westbrook and a psychology degree from Harvard, which has shaped his approach to understanding consumer behaviour.