CHER’S CLOSET: The British firm Metail, which specializes in online fitting technology, will launch cherwears.com, an e-commerce site, on Tuesday. An homage to the characters in the film “Clueless” — Cher, Dionne, Tai and Amber — the site allows shoppers to try on and buy clothes similar to those in the actors’ closets. In the 1995 movie, which stars Alicia Silverstone as Cher Horowitz, the actress uses a digital application for organizing her closet full of tartan short skirts, cardigans, layered tops and plaid jackets. Using Metail’s MeModel technology, customers can re-create a similar experience with an online avatar, and shop from items selected by the Metail team and brands such as House of Holland, Little Mistress, Topshop, Oasis, Missguided, Boohoo, ASOS and New Look. The price range for is 5 pounds, or $7.70, for a Boohoo T-shirt to 470 pounds, or $730, for a House of Holland dress.
“We have proved our product is both engaging for consumers and increases sales for e-tailers and now cherwears.com shows how much fun the Metail experience is,” Metail founder Tom Adeyoola told WWD.
House of Holland partnered with Metail during London Fashion Week last September, when customers were able to view the spring 2015 runway show online, create their own MeModel, a digital avatar, try on clothing in real time and pre-order the collection.