Fittora's AI transforms selfies into perfectly fitted, waste-free fashion

The fashion industry faces a significant challenge with an estimated one-third of all garments returned due to issues with poor fit. This prevalent problem not only contributes to consumer frustration but also exacerbates the environmental impact of textile waste. Addressing this head-on, fashion/tech start-up Fittora has launched an innovative artificial intelligence (AI)-powered, made-to-order clothing platform designed to revolutionize the way consumers shop for clothes.

Fittora's groundbreaking system offers a personalized solution, promising perfectly tailored, sustainable pieces without the need for a single fitting room visit. At the heart of their technology is proprietary computer vision, which accurately calculates a customer’s exact measurements from just a few uploaded selfies. This advanced AI capability streamlines the initial measurement process, providing a precise foundation for garment creation directly from the comfort of a customer's home.

The platform seamlessly integrates cutting-edge AI with invaluable human expertise. Following the AI’s initial recommendations and measurement calculations, experienced stylists step in to refine these suggestions, ensuring that each piece aligns perfectly with the customer's individual style preferences. Subsequently, skilled pattern makers and tailors meticulously craft each garment to order, transforming the digital design into a tangible, bespoke item. This collaborative approach guarantees a product that is not only perfectly fitted but also uniquely tailored to the individual.

The result of this innovative process is a claim of “one-of-a-kind, waste-free fashion delivered worldwide within six weeks.” Fittora emphasizes sustainability by eliminating the overproduction often associated with mass manufacturing, as each garment is created specifically for the customer. With a UK price point starting from £80-£130, Fittora aims to make tailored, accessible luxury a reality, democratizing high-quality, custom clothing for a broader consumer base for the first time.

Nicola Bond, founder and CEO of Fittora, who previously spearheaded growth for Marks & Spencer’s International Division, encapsulates the company's ethos: "This is where innovation meets intention. We’re giving people clothes that are as unique as they are - and we’re doing it without fuelling the waste of mass production." Bond highlights the dual role of technology and craftsmanship, explaining that "AI accelerates the design process, helps us understand fit and style at scale, but it’s the human touch in styling and craftsmanship that makes each piece unique." This philosophy underscores Fittora's commitment to both technological advancement and the irreplaceable value of human artistry in creating truly personalized fashion.