After registering, users will enter a custom-made online store where everything matches their size and flatters their body shape. All recommended clothes also have related items, like accessories and footwear, in order to provide full outfits.
Users will also be able to identify the stylist who picked those clothes. Everyone will know which stylist is dressing them, because stylists also have a very personal sense of style: “Our main focus was to create a service that, aside from providing a personal styling service through technology, also had a personal feel to it. For us, there was no sense on creating a personal styling service where the user didn’t know who was dressing them… this was very important to us”, says founder and designer Irina Quintela that came up with this idea in 2009 but only this year started to work on it on a full time mode.
Here’s how it works: The app calculates the users body shape and clothes size through their measurements. “The most difficult part was to set a proper ratio between hip, waist and hip measurements, to set the body shapes, and understand how brands set their sizes guides to different types of clothing”, explains Gonçalo Monteiro, founder and developer of Styling Up.
Currently in beta version, the website focuses on the UK market and features around 20 worldwide and UK based brands, selling women’s clothing, accessories and footwear.