Fittora launch aims to cut down on returns and waste

With a third of all garments purportedly returned due to poor fit, fashion/tech start-up Fittora is “tackling the problem head-on” with the launch of its artificial intelligence (AI)-powered, made-to-order clothing platform.

Offering consumers “perfectly tailored, sustainable pieces, without a single fitting room visit”, the Fittora system uses proprietary computer vision technology that “calculates a customer’s exact measurements from just a few uploaded selfies”. 

Experienced stylists then refine AI recommendations, while skilled pattern makers and tailors craft each garment to order. The result: “one-of-a-kind, waste-free fashion delivered worldwide within six weeks”, is the claim, with a UK price point starting from £80-£130, “making tailored accessible luxury a reality for consumers for the first time”. 

Nicola Bond, founder and CEO of Fittora, who previously “drove growth for Marks & Spencer’s International Division,” said that this is “where innovation meets intention. We’re giving people clothes that are as unique as they are – and we’re doing it without fuelling the waste of mass production. AI accelerates the design process, helps us understand fit and style at scale, but it’s the human touch in styling and craftsmanship that makes each piece unique.”