Vivrelle launches Ella, an AI stylist with Revolve and FWRD
The luxury rental membership platform Vivrelle is doubling down on artificial intelligence. On Thursday, the company announced the debut of Ella, an AI-powered personal styling assistant developed in collaboration with fashion retailers Revolve and FWRD.
The launch underscores the fashion industry’s accelerating embrace of AI to deliver hyper-personalized shopping experiences — and it marks one of the first instances of three retailers uniting around a single AI styling tool.
AI Meets Fashion Rental and Retail
Vivrelle is best known for giving members access to luxury goods on a rental basis, while Revolve and FWRD provide shoppers with a curated selection of designer clothing. Revolve also offers pre-owned items. Now, with Ella, the three brands are blending rental, resale, and retail into one streamlined platform.
Customers can ask Ella for tailored recommendations — from “a bachelorette weekend outfit” to “what to pack for a trip.” The AI scans across all three retailers’ inventories and generates complete outfit suggestions. Purchases and rentals can then be completed seamlessly in a single Vivrelle cart.
In theory, the more customers use Ella, the sharper its recommendations become, mimicking the learning process of conversational AI models.
Building on Previous AI Experiments
Ella isn’t the first experiment from the Vivrelle–Revolve–FWRD trio. Earlier this year, the companies introduced Complete the Look, a tool designed to suggest complementary pieces at checkout. While that feature offered last-minute styling ideas, Ella is positioned as a more comprehensive and proactive solution, helping members plan outfits for occasions well before they hit “buy.”
Vivrelle CEO and co-founder Blake Geffen said the tool aims to remove the anxiety that often comes with packing or daily outfit planning.
“Ella has been in the works for quite some time,” Geffen told TechCrunch. “It took about a year to build and release the product. With Ella, we’re giving our members as much flexibility and options as possible to shop or borrow with ease, through seamless conversations that allow you to share as little or as much as you want, just like talking to a live stylist.”
A Longstanding Fashion Dream
The fashion world has long fantasized about digital wardrobes and smart styling assistants. Pop culture even envisioned the idea decades ago — think Cher’s digitized closet in Clueless (1995). Now, thanks to the latest wave of generative AI, such futuristic experiences are no longer just fiction.
Dozens of startups have rushed into the space, raising capital and building AI-powered fashion tools designed to democratize access to personal styling. But Vivrelle’s move stands out for its scope: Ella doesn’t just personalize shopping, it unites rental, resale, and retail under a single AI-led experience.
Backed by a $62 million Series C round announced earlier this year, Vivrelle is betting Ella will keep members engaged while expanding its reach beyond rental into a broader omnichannel lifestyle platform.
As AI continues reshaping industries from streaming to mobility, fashion’s latest stylist might not be human at all — but digital, adaptive, and available on demand.
