“When we first started the company, about half of our first employees were not fitting a typical straight size, so it just made sense to go to a size 20 for now,” Zeng said.
In perhaps one of the only elements that is not streamlined, Choosy is offering sizes 0 through 20, which means that the company must design, create and photograph two versions of every look created. It already has more than 22,000 followers on Instagram. In-house designers will select what to create based on data pulled from Instagram, using algorithms that comb trending celebrity posts with comments like “Where can I buy this?” and posts that customers have commented on with “#GetChoosy.”ĭuring a test run based on a pair of Jonathan Simkhai pearl jeans like those worn by Gigi Hadid at Paris Fashion Week, the company reported selling out within a matter of hours.
However, Choosy is looking to social media - rather than the runway - for inspiration. In the vein of existing fast-fashion brands, Choosy will offer clothes based on designer trends. “To test out a style, they have to blanket all the stores to see if it sells. “Traditional fast fashion is essentially blanketing - they look at everything that happens on the runway and release everything,” said Zeng, a former investment banker whose family business is in textile manufacturing in China. In March, H&M reported about $4.3 billion in unsold clothes, and it reportedly burns some of the products it can’t sell at a power plant. In this way, said co-founder and CEO Jessie Zeng, Choosy hopes to avoid the unsold garments that plague fast fashion brands.
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