Clueless Wardrobe Comes To Life

IT was the wardrobe that every teenage girl wanted. A computer-generated revolving closet, bursting to the seams with  Alaia, Calvin Klein and Fendi that would help you decide what to wear. The one catch? It belonged to Cher Horowitz and it was as fictitious as her Clueless character. Until now that is.

Online technology company Metail.com has developed a virtual shopping environment, identical to the one in Horowitz's Beverly Hills mansion, in which shoppers enter their vital statistics to create their own three-dimensional model, on which clothes can be tried. Users can then share their digital apparition with their friends over email or social media.

Clueless: The Dream Wardrobe

It has been a long time coming for co-founders Tom Adeyoola and Duncan Robertson, who started to develop the technology for the concept in 2008, working closely with Cambridge University.

"We know through feedback that the 'share' option is key to moving our user experience forward," Adeyoola told WWD. "Sharing outfit combinations with friends for comment and advice in the same way that consumers shop for clothing on the high street has been a key experience missing from the online shopping experience, until now."

Having launched with Tesco clothing in 2012, it now partners with Warehouse, Zalando in Germany and Dafiti in Brazil, so, while it may not be Alaia just yet, it's likely only a matter of time.