"People are calling it the Tinder of fashion," Teare explained. "You upload pieces from your own wardrobe, then the app generates looks for you. If you don't like the look you can swipe it, or you can swipe certain elements to get new suggestions for a different bag or shoes, for example. ThinkClueless for the modern age, or a fabulous tech version of the childhood paper-doll game."
Teare - who boasts styling credits for international editions of Vogue and Vanity Fair, as well as brands including Marks & Spencer, De Beers, Paul Smith and Whistles - launched the app along with former Goldman Sachs wealth management specialist Diana Tkhamadokova, who noticed in her former job that many female clients with expendable income and a bulging wardrobe just didn't have time to put outfits together.
"The app isn't offering a style makeover," Teare went on. "It creates looks using pieces from your own wardrobe, as well as suggesting pieces that you could buy to freshen them up. The algorithm takes into account what you like and what you swipe, to learn about your preferences in shape and colour. Because you can choose the price limit of the look as well as what occasion the look is for, it's surprisingly accurate. I have rediscovered a lot of pieces from my own wardrobe thanks to ISM!"
Click here to download the app from the iTunes Store.