Browse. Add to cart. Pay. While this has been the common way of shopping online, a new app aims to change this for women. Slayrobe, helmed by Delhi-based Pooja Lalwani, who has led fashion tech initiatives at Google, Tommy Hilfiger, and Calvin Klein in the past, is aimed at being a “structured, intelligent styling platform that puts the user’s body, story, and style agenda at the centre”.
Pooja Lalwani
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Here, once users log in, they first enter their height, identify their body shape, features they are looking at flaunting/downplaying, and their ‘vibe’. Think diva, boss, and the like. This data then helps the app curate shoppable looks, recommend outfits, make-up, and jewellery. Like something? The app will lead you to the respective product’s brand website. “Unlike shopping or content apps, Slayrobe pioneers the creation of a pre-commerce layer, helping women understand what works for them, why it works, and how to use every day,” says Pooja.
The app offers a professional-grade 12-season colour analysis to identify your most flattering shades
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Slayrobe offers users a range of services, including a professional-grade 12-season colour analysis to identify your most flattering shades, product recommendations, and wardrobe management tools. “The latter comprises handpicked styles and styling suggestions, including exclusive access to products of homegrown brands such as UnDenim and Pieux. We also have a library of shoppable lookbooks, posts, and blogs,” says Pooja. She adds that expert-led content and webinars will also be available alongside an AI-powered chat-based support “trained on both, style and confidence-related topics”. “Powered by a proprietary algorithm trained on over 70,000 styling decision points, and enhanced by AI, the app brings together expert styling logic, colour science, appearance psychology, and fashion intelligence.”
Slayrobe also has a library of shoppable look books, posts, and blogs
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The idea to create such an app came about when Pooja, through her stints in fashion and tech, increasingly found “fashion getting faster, louder, more data-driven”. “And when the narrative shifted to sustainability and waste reduction, it stayed stuck on the production side, addressing supply chain, circularity and design. No one addressed the rack of returns and the fact that the constant overwhelm of products wasn’t helping women,” says the entrepreneur who started researching the app in late 2024, and conducted interviews, surveys, and discussions “to bring on potential users (over 1,000 women) to validate the idea”. The actual product build, refinement, and testing came together over the past six months, she says. For styling logic and inputs, “besides leveraging fashion literature spanning over 100 publications, simplifying 70,000 decision points, we’ve also worked with consultants; image professionals, designers, technical product advisors,” explains Pooja.
Once users log in, they first enter their height, identify their body shape
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As for posts, blogs, and shoppable lookbooks on the app, they have been developed in-house. “We’ve sought inputs from stylists, designers and content experts where relevant,” she says, “During our beta with a real audience of over 25 participants, this content was reviewed and validated by a diverse group, including fashion house owners, beauty and makeup artists, working professionals, and individuals with formal fashion education.”
Users can download and use basic community features, blogs, content, and chat for free
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If you are not looking at buying more, the app also has a feature to help organise your wardrobe. Simply take pictures of your clothes and accessories, and the app will give options on how to pair them together. “It even prompts when a match isn’t found. The same refined logic runs while shopping for new items to suggest relevant pairings and styles,” she adds.
Currently operating on a “freemium” model, users can download and use basic community features, blogs, content, and chat for free. “For advanced features, like colour analysis, wardrobe management, and a curated shopping experience, a periodic subscription is required,” Pooja concludes.
The app is available to download on the Play Store and iOS. The subscription is priced at ₹499 a month, but launches at an introductory price of ₹199.
Published – June 03, 2025 07:21 pm IST
