Alta: The AI Stylist Bringing ‘Clueless’ Tech to Mainstream Fashion
Jenny Wang, founder of Alta, is turning a decades-vintage science fiction fantasy into reality: a personal styling agent powered by artificial intelligence. Alta, which raised $11 million in seed funding led by Menlo Ventures in June 2025, allows users to create digital closets and virtually try on clothes using personalized avatars.
From Concept to Reality
Wang’s vision, reminiscent of the computer-powered closet in the 1995 film “Clueless,” has been years in the making. She repeatedly attempted to build such a product, but the necessary AI technology wasn’t mature enough until recently. The launch of Alta in 2023 marked a turning point, offering a solution for shoppers overwhelmed by choice in the $185 billion U.S. Apparel e-commerce industry .
Key Features and Partnerships
Since its launch, Alta has generated over 100 million outfit recommendations . The platform boasts partnerships with Poshmark and the Council of Fashion Designers of America (CFDA), with additional collaborations planned. Alta’s app features thousands of brands for users to shop from directly.
Expanding Brand Integration
Alta is now focusing on integrating its technology directly into brand websites. The company’s first collaboration is with Public School, a New York City-based fashion brand, allowing shoppers to style looks from the new collection on their personalized Alta avatar. Users can access the styling feature through an “Style by Alta” icon on the Public School product page .
This integration allows customers to experience the brand even if they can’t shop in person. The goal is to expand this capability to other brands, enabling users to try on clothes on various websites outside of the Alta app.
The Power of AI Avatars
Alta’s AI technology differentiates itself from competitors like Zara by its ability to dress avatars with up to eight items in seconds, compared to Zara’s four items and two-minute processing time . The demand for virtual avatars is increasing, and Alta positions itself as both the “Clueless” inspired closet and a digital avatar business.
Agentic Commerce and the Future of Shopping
Wang envisions Alta as the “personal identity layer for the future of consumer AI and shopping.” She believes that a data layer understanding a shopper’s style preferences – including their closet, purchase history, avatar likeness, and body type – is crucial for the success of agentic commerce. Alta aims to provide this data layer, enabling a more personalized and efficient shopping experience.
Menlo Ventures Partner Amy Wu is joining the board .