Add Swavy to the growing list of fashion apps entering the fray to help users track down pieces worn by their favorite celebrities.
The app presents content in a feed similar to Instagram. Users can scroll through images of various celebrities and click on the icon for a top or bag they like. They then have the option of buying the actual item from a retailer or purchasing a more affordable “Look for Less.”
Swavy, which got its name from the oft-used Instagram hashtag, aims to make the process of shopping celebrity styles easier.
“Although there are platforms that have tried to solve that problem, none have done a really effective job,” said David Schlesinger, partner and co-chief executive officer.
Schlesinger cofounded the company with co-ceo Alexandra Porath. Porath took a break from studying economics and communications at University of California, Santa Barbara to develop the app. An avid shopper of celebrity styles, she wanted to create something that could help her and others easily track down an entire outfit. A mutual friend introduced Porath to Schlesinger, who had experience in affiliate marketing. Schlesinger also runs the Los Angeles-based Corner 12 marketing agency and is cofounder and partner in Detroit-based shapewear maker Skinnytees.
The app is in live beta mode and launches today. It’s free and available for download in the iTunes store. A version of the app for Android is expected in the second quarter.
The Los Angeles-based company has deals with about 30,000 retailers, including Gucci, Nordstrom, Target and Kohl’s.
It makes its money once a transaction occurs, with the retailer paying a percentage of the sale or a flat fee.
It also has struck formal deals with about a dozen celebrities, including actresses Ashley Benson and Bella Thorne.
The deals with celebrities could range from endorsements to celebrities posting pictures of themselves with a full look that can be shopped, Schlesinger said.
The app is aimed at 18- to 34-year-old males and females and “will be built modularly,” Schlesinger said, to eventually be able to offer products by category or brands, for example.
Swavy has so far raised an undisclosed amount of seed funding from a private investor and intends to raise a Series A round next year, according to Schlesinger.
The company counts six employees and is hiring, mostly for digital stylists that will help curate the app’s content.