Project Name: Alta
Year Founded: 2023
Headquarters: New York, United States
Funding: USD 11 million (Seed Round)
Investors: Led by Menlo Ventures, with participation from Aglaé Ventures, the venture capital fund of the Arnault family, Chairman of LVMH Group, alongside multiple celebrities and fashion tech entrepreneurs.
Luxe.CO Commentary
The initial success achieved by the Alta mobile application in France, one of the world’s fashion capitals, has validated the strong curiosity among fashion consumers toward artificial intelligence. Online styling, shopping, and wardrobe management functions powered by the new generation of AI technologies indeed offer a fresh user experience and stimulate engagement.
However, given that AI technology is still evolving rapidly and more competitors continue to emerge, there remains significant uncertainty as to whether Alta can expand and sustain its early advantages.
Over the past decade, Luxe.CO has witnessed a wave of fashion technology companies born out of the internet boom that started strong but failed to maintain momentum. Due to fashion consumers’ rigid demand for physical shopping experiences, the share of the digital economy in the fashion and luxury market remains limited. To what extent AI technology can enhance customer stickiness and conversion rates, drive the growth of online fashion consumption, and integrate into consumers’ fashion decision-making processes remains to be further examined.
The rapid development from Generative AI (Gen AI) to Agentic AI has given rise to a new generation of AI-powered styling and shopping assistants in the fashion industry. Founded in 2023, the New York-based AI fashion company Alta is one of them.
In June 2025, the start-up attracted industry attention with a USD 11 million seed funding round. From the founder’s background to the investor lineup, Alta has secured “top-tier” resources from the outset:
Alta was founded by young Chinese female entrepreneur Jenny Wang (pictured below). She completed her undergraduate degree in Computer Science at Harvard in just three years and has provided technical consulting services to multiple international luxury brands. She also possesses cross-sector experience as a business advisor at technology company Zoom and at investment firms. It is said that to this day, Jenny Wang continues to code on the front lines daily, collaborating closely with and learning alongside her technical team.
From actual user experience, Alta’s mobile application covers the entire journey from inspiration to final purchase, directly addressing pain points in daily outfit coordination. Key features include:
- High-fidelity virtual avatars and virtual try-on: By generating accurate virtual avatars based on user-uploaded data, the app enables “one-click try-on” of existing wardrobe items or newly purchased products, allowing users to visualise the look instantly without relying on imagination;
- Inspo function: Offers affordable brand alternatives inspired by celebrity looks such as those seen at the Met Gala, capturing traffic by tapping into consumers’ desire to “plant grass” while addressing the demand for achieving “high-end aesthetics at accessible prices”;
- Scenario-based solutions: “Daily outfit suggestions” and “complete travel outfit packing lists” help solve the pain point of underutilised single items due to styling difficulties, thereby improving wardrobe efficiency.
In January 2026, Alta ranked No.1 on France’s lifestyle app download chart. To some extent, this indicates that Alta’s algorithm-driven recommendations have received preliminary validation in a highly fashion-sensitive market.
The Alta app is free for users and primarily relies on a commission-based revenue model. Currently, Alta partners with approximately 4,000 brands, with retail partners including Saks Fifth Avenue and Nordstrom. To date, it has generated more than 100 million outfit combinations.
Its seed investor list represents a powerful convergence of fashion and technology: the round was led by veteran Silicon Valley VC Menlo Ventures, with follow-on investment from Aglaé Ventures, the venture capital fund of the Arnault family, Chairman of LVMH Group.
In addition, Tony Xu, Chief Executive Officer and Co-founder of DoorDash, supermodel and entrepreneur Karlie Kloss, as well as previous-generation internet fashion entrepreneurs — Jenny Fleiss, Co-founder of fashion rental platform Rent the Runway, and Manish Chandra, Founder of fashion e-commerce platform Poshmark — are among the investors.
Meredith Koop, who previously served as stylist to former First Lady of the United States Michelle Obama, not only invested but also personally participated in training Alta’s AI system, infusing the algorithm with professional-level fashion sensibility.
Luxe.CO has noted that several of Alta’s competitors also completed seed funding rounds in 2025, including:
- Doji, a U.S.-based AI styling and shopping assistant founded in 2025, uses AI to create high-fidelity personalised virtual avatars based on users’ selfies, offering highly realistic virtual try-on experiences and personalised recommendations. In May 2025, it completed a USD 14 million seed round led by New York-based investment firm Thrive Capital, with participation from early-stage venture fund Seven Seven Six.
- Gensmo, a U.S.-based AI styling and shopping assistant founded in 2024, provides AI virtual try-on, item matching, and styling recommendations. In June 2025, it completed a seed round of up to USD 60 million; specific investors were not disclosed.
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| Image Credit: Jenny Wang LinkedIn profile, Alta official website
| Editor: Maier
