Former Elle magazine editor Anne Slowey and stylist Anne Christensen have lent their expertise to a new starter app that looks like Clueless’ digitized closet.
Latitude, launched today and run by Slowey and former McKinsey & Co. consultant Matthew Sargeant, is a so-called fashion weather application which offers outfits according to the climate of the day. Christensen anticipates seasonal trends which are then purchased by Latitudes staff who present users with key pieces such as trench coats or wide leg pants in a variety of prices, as well as rental options.
The app was the idea of the Sargeants, who as an Australian kept getting frustrated with Fahrenheit, I didn’t know what that meant and had to go back to Celsius. The idea was to translate the weather into something meaningful.
Slowey added that, we wanted to eliminate the fear factor fashion and disarm it to make a realistic application. It’s a one-stop shop, not just for what to wear in the morning, but how to make your relationship with your wardrobe less stressful. We are aware that a normal person wears pants two or three times a week, so we have planned the app to reflect that. These functions are available for men’s and women’s clothing.
Developed over the past 18 months, the app has taken on a larger format, with the aim of providing users with a daily hub to check in first thing in the morning. We have beauty tips, aggregate news to know, mantras, a meditation site. It’s like you’re in a taxi [watching taxi TV] and we give you everything you want to know, Slowey said.
Just like Wear, the popular Japanese fashion social media app, Latitude also has a feature for users to share their own outfits and guide others on style elements.
Latitude launched with a range of brands in its recommendations, including Athleta, Dries Van Noten, Canada Goose, Brock Collection and Ganni, a mix meant to speak to today’s more casual circumstances. No brands have been signed as a partner, but Slowey and Sargeant have said they are keen to explore investment opportunities and affiliate marketing programs as the user base for the apps grows.
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