ATFT Newsroom: Launches, Acquisitions, and Kris Jenner?

Apr 14, 2025

ATFT Newsroom: Launches, Acquisitions, and Kris Jenner?

All Things Fashion Tech

Top Takeaways

Dublin-based AI start-up, Swan, is launching a digital fitting room for shoppers
Trove's acquire reverse.supply
Lyst to be acquired by Japan's ZOZO as both firms view global growth
Vivrelle partners with Revolve prior to Coachella
Made public, Kris Jenner invested in fashion tech startup, Phia

Dublin's Swan claims major innovation in virtual fit tech

By Nigel Taylor

Dublin-based artificial intelligence (AI) start-up Swan is launching its first consumer product, a digital fitting room for shoppers.

Giving them “the power to size, try on, and style clothing”, it claims to be able to link with any product from any brand.

Purely web-based, and with no downloads or brand set-up required, it says the system requires just a photo of the potential purchaser and a product link, allowing users to virtually try on clothing.

They can also take body measurements via a video scan, get size suggestions, compare sizes visually, and create outfits from multiple links… “all in seconds”, says Swan.

Eoin Cambay, founder and CEO of Swan, said: “Fashion is deeply personal, but e-commerce has long treated every shopper as the same. Every shopper is unique, yet they are forced to guess their size, rely on models who don’t represent them, and deal with costly returns.

“We are changing that by allowing people to see exactly how clothing fits and looks on them before they buy. The future of shopping is not about better returns or cheaper finance - it’s about digital discovery tailored to each person."

For brands, Swan says the system is easy to integrate via APIs or the Shopify app, “allowing them to embed it directly into their own e-commerce sites”. And easy to discover on Swan.so.

Trove's Acquisition of reverse.supply Extends Resale Leadership to Europe

By Business Wire

Trove, the leader in branded resale and customer trade-in, is advancing its European and global expansion by acquiring reverse.supply, a German-based leader in the European branded resale market. This acquisition marks a major milestone in Trove’s international platform rollout, making branded resale even more accessible, scalable, and operationally seamless for brands across 30 countries.

By combining Trove's established technology platform with reverse.supply's deep European expertise, Trove now offers the most comprehensive and scalable set of technology components for brands seeking to implement circular solutions in North America, Europe, and the UK. Core solutions include omnichannel trade-in, returns processing, peer-to-peer commerce, customer-facing resale solutions, marketplace integrations, and repair services. The deal follows international advancements that have laid the groundwork for this move, including Trove’s development of a global 3PL network, new capabilities in the UK, Europe and Canada, and a growing list of UK and EU brand partners.

"The acquisition comes at a strategic time as changing European legislation around producer responsibility and right-to-repair creates urgency for brands to establish effective resale, repair, and recycling programs,” said Terry Boyle, CEO of Trove. “By establishing our European headquarters in Berlin with a team that's been operating in resale for nearly five years, we're positioned to serve European and global brands seamlessly across regions and provide them with the full capabilities they need to launch and scale successful resale programs."

Lyst to be acquired by Japan's ZOZO as both firms view global growth

By Sandra Halliday

Fashion platform Lyst has announced that it will be acquired by Japan's ZOZO, “transforming the future of fashion discovery through AI and technology”.

It said they have a “shared vision to transform [the] online fashion shopping experience for shoppers and brands” and that their “complementary footprints and tech capabilities” will be able to “unlock new growth and market expansion opportunities”.

Lyst as we know it won’t disappear. It will continue to operate as a standalone brand within ZOZO Group.

The definitive agreement will see the London-headquartered business acquired for $154 million by the end of this month and becoming a wholly owned subsidiary of the Japanese firm.

Lyst is a major global fashion shopping platform that connects 160 million shoppers annually with “27,000 of the world’s best premium and luxury brands and retailers through a powerful, asset-light model”.

It has one of the largest data sets in fashion (even those who don’t use it may be familiar with the quarterly Lyst Index of the most in-demand luxury labels and products). It “fuses artificial intelligence with fashion intelligence to create new and immersive ways for shoppers to discover fashion” through its app and website.

Meanwhile ZOZO operates there ZOZOTOWN Japanese e-commerce platform serving 12 million customers annually, “and providing innovative shopping experiences through its proprietary measurement technologies”. It also develops and operates services including ZOZOFIT, a 3D body scan technology available in the US, plus outfit-sharing app WEAR by ZOZO and more.

It said the Lyst buy will “form the cornerstone” of its international expansion strategy “as the group further expands its global position”.

It’s drawn by Lyst’s “strong footprint across the US, UK and Europe” that’s “complementary to [our own] leading market position in Japan, providing pathways for both companies to expand into new markets”.

ZOZO also said it will “fully support” Lyst’s growth strategy and will “invest in accelerating the development of Lyst’s cutting-edge AI-driven discovery experience”.

Another benefit is said to be the new owner's “expertise in lowering barriers to online fashion sales through innovative sizing and fit solutions, helping shoppers to make better choices and reduce returns”.

Vivrelle And Revolve Partner On Gamechanging Technology That’s The Future Of Styling

There are many things to envy about Cher Horowitz in Clueless, from her “nice pile of bricks” to that iconic jeep to her beau Paul Rudd. But it’s her virtual closet that has entranced fans for decades. In the year 2025, how do we not have a similar tool to create outfits at the push of a button? That’s about to become a reality with Complete The Look, an AI-powered styling tool that lets members of Vivrelle, a luxury accessories membership club, instantly pair their bags and jewelry with full looks from Revolve and FWRD.

Launching today, it took over a year to develop the proprietary technology that is exclusive to Complete The Look and was completely built in-house. “We came up with this idea years ago,” says Blake Geffen, co-founder of Vivrelle. “It's been on our radar and something we've wanted to do for so long and Revolve and FWRD has been our north star.”

Complete The Look is making a splashy debut at Revolve Festival this weekend, a pop-up activation in the California desert that coincides with Coachella. “Revolve Festival is so fun and when we had the opportunity to be a part of it, we figured what better time than now to announce this and celebrate there?” Blake says. They will have a few activations, including a handbag claw machine where players can win a handbag, piece of jewelry or free memberships, as well as a spin wheel for prizes and major photo moments that demonstrate Complete The Look.

Kris Jenner Joins Forces with Next-Gen Founders at Fashion-Tech Startup, Phia

By Mary Korlin-Downs

In a cross-generational power move, Kris Jenner—matriarch of the Kardashian empire and mastermind behind one of the most lucrative personal brands in modern history—has officially joined Phia, a fashion-tech startup, as both investor and advisory board member. Founded by Phoebe Gates, daughter of Bill Gates, and climate activist Sophia Kianni, Phia is positioned at the intersection of fashion, sustainability, and AI-driven personalization.

The platform aims to revolutionize fashion discovery through a blend of cutting-edge technology and eco-conscious values, tapping into the cultural pulse of Gen Z while addressing the industry’s mounting pressure to innovate responsibly. Jenner’s involvement brings not just capital, but cultural capital—her unparalleled instinct for brand-building and market timing gives Phia a uniquely strategic edge as it scales.

With a team bridging legacy wealth, climate activism, and reality TV royalty, Phia reads less like a traditional startup and more like a shift in how we influence can help lead innovation. Jenner’s presence signals that even the most established names in entertainment see the future of fashion not just on runways, but in algorithms, data, and values.

Listen to The Burnouts podcast with Kris Jenner here!