Journal · Launch
The whole internet is your fitting room
A dress in a window, a size that might be wrong, and no way to know without the changing room. Fashion Mirror began as an answer to that afternoon.
Shopping for clothes has a strange gap in the middle of it. You can see a garment anywhere — a window on the walk home, a rail in a shop you did not plan to enter, a screenshot a friend sends at midnight — but you can only see it on you in one place: a changing room, with the garment in your hands, in the size the shop happened to have. Every other moment of desire ends in a guess.
Fashion Mirror closes that gap. You set up your mirror once — two photographs in fitted clothes and your measurements, entered or estimated — and from then on any garment you can photograph is a garment you can wear. The mirror drapes it on your body, keeps your face, your pose, the light in the room, and puts a size next to it: the size to buy, read from the brand's own chart.
What it does today
Photograph a garment on a hanger, in a window, on a screen. Paste a product link. Layer a jacket over a top over trousers; add sunglasses or a bag. Steam a creased shop photo flat before you try it. Put yourself on a clean studio backdrop. Turn the look into a five-second clip, or a ten-second walk. Save what you love to a wardrobe, and share a look so a friend opens it and sees it on themselves.
And the size. The mirror does not guess from the picture. It compares your measurements with the brand's published chart — converted between UK, EU, US, Italian and French systems — and shows a verdict with a fit map for chest, waist and hips. Where the chart was transcribed from the official guide, the verdict says so, with the date it was checked. When enough people of your shape have told the mirror what they kept and what they returned, it starts to trust them over the chart.
The one rule
Your photographs are yours. The two body photographs that make your mirror stay on your phone. A garment and your photo are sent to render a look and are not kept afterwards. Nothing about your body is used for analytics, shown to brands, or sold. The fit memory that helps other people is anonymous and rounded — a shape, never a person. We wrote that rule into the architecture before we wrote the first screen, and it is the one we will not trade.
Who it is for first
Founders — the first few hundred people who set up a mirror this autumn and tell us, bluntly, what is wrong with it. Three looks are free to start, and one more when you share. Plans and packs open in the coming weeks. If you would like to be one of them, install the mirror and send us the first thing you try on.