‘Clueless’ -inspired app Alta partners with brand Public School to start integrating styling tools into websites

Alta: The AI-Powered Fashion Revolution That’s Bringing ‘Clueless’ Tech to Life

When Jenny Wang founded Alta, she wasn’t just building another fashion app—she was resurrecting the iconic “Clueless” closet that once existed only in Hollywood fantasy. Today, that dream is a reality, and Alta has evolved from a promising startup into a full-fledged fashion technology powerhouse.

Since its $11 million funding round last year—backed by an all-star roster including Menlo Ventures, model investors Jasmine Tookes and Karlie Kloss, Anthropic’s Anthology Fund, and Rent the Runway co-founder Jenny Fleiss—Alta has exploded onto the fashion scene with the kind of momentum usually reserved for viral TikTok trends.

From Concept to Closet: Alta’s Meteoric Rise

The numbers tell a compelling story. Since launching in 2023, Alta users have generated over 100 million outfits on the platform. The app has earned recognition from Time and Vogue as one of last year’s most innovative technologies, and it’s now officially available in app stores worldwide.

But what exactly makes Alta so revolutionary? At its core, the platform allows users to create digital avatars that look like them and try on clothes virtually—a technology once confined to movie magic but now accessible to anyone with a smartphone.

The Public School Partnership: Where Fashion Meets Future

This week marked a watershed moment for Alta as it unveiled its first major brand integration with Public School, the iconic New York City fashion label making its grand re-debut at New York Fashion Week after a multi-year hiatus.

“We have to look at tech as a partner in the business today,” Public School co-founder Dao-Yi Chow told TechCrunch. “It’s not 2015 anymore.” Chow, who personally uses the Alta app, partnered with Wang after being introduced through Poshmark’s founder—an angel investor in both companies.

The integration is seamless: Public School shoppers can click “Style by Alta” on any product page and instantly see how garments would look on their personalized avatar. This isn’t just virtual try-on; it’s a complete reimagining of the online shopping experience.

The Technology Behind the Magic

What sets Alta apart from competitors like Zara’s virtual try-on features? Speed and sophistication. While Zara’s avatars can handle only four items and take approximately two minutes to render, Alta’s technology allows avatars to wear at least eight items within seconds.

The secret lies in Alta’s proprietary AI algorithms that create hyper-realistic avatars and simulate fabric draping, movement, and fit with uncanny accuracy. Users can build digital closets, plan outfits, and even shop directly from thousands of integrated brands—all while seeing exactly how everything will look on their actual body type.

Beyond the App: The Future of Agentic Commerce

Wang envisions Alta as more than just a standalone app—she sees it becoming the “personal identity layer for the future of consumer AI and shopping.” The goal is ambitious: integrate Alta’s technology directly into other brands’ websites, allowing users to try on clothes while browsing anywhere online.

“For agentic commerce to truly work,” Wang explains, “we need a data layer that understands the shopper’s style preferences, such as their closet, past purchases, and their avatar, likeness, and body, which is Alta.”

This vision positions Alta at the intersection of several massive trends: the rise of AI shopping assistants, the growing demand for personalized experiences, and the fashion industry’s push toward digital innovation.

The Viral Factor: Why Everyone’s Talking About Alta

The buzz around Alta isn’t just about the technology—it’s about how it makes people feel. There’s something undeniably satisfying about seeing yourself in clothes before buying them, of having a digital twin that helps you make better fashion decisions. It’s empowering, it’s fun, and it’s fundamentally changing how we think about online shopping.

As Alta continues to partner with more brands and expand its integration capabilities, one thing is clear: the “Clueless” closet isn’t just a novelty anymore—it’s the future of fashion, and Alta is leading the charge.

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