Keeping Up with Choosy
Defining their own fashion by the wants of the people, the Choosy phenomenon is providing a powerful voice for industry change. Taking an open-ended approach to fashion, millennial one-stop-shop — Choosy — uses technology to source social media spikes and the modern-day Influencer to deliver in-style trends in real-time.
L-R: Exec Tuxedo Jacket, $100; Exec Tuxedo Pants, $60; Dahlia Mini Dress, $75
Adorning what’s trending with celebrity culture, this next-generation platform of the ethical design was founded in 2017 in the innovative mecca of America, New York City. Launched just one year ago, “The name Choosy comes from how we think about the clothes that we put out into the world,” revealed founder and CEO, Jessie Zeng. With the rapid rise of social media and the reign of the Influencer, the preferences of millennial shoppers are evolving at a real-time pace. Inspired to put an end to the billion-dollar loss of designer inventory, Zeng was motivated to uncover a better way to get style trends to the people who love them, without the waste, by using data. “Choosy uses AI to track trends across social media to guarantee that we are producing looks that resonate with people. Our combination of proprietary algorithms and minimum waste agile manufacturing facilities shortens turnaround times, enabling ‘See Now, Buy Now’ shopping.” Never has technical jargon been so exciting! More than the deliberate solution to a major industry problem, Choosy uses logic and calculation to be thoughtful in its products, ensuring each garment has a story to tell.
Frankie Jumpsuit, $100; Lizzi Pouch, $125
Sitting down with twenty-seven-year-old, Chinese-American Zeng, just like everyone else, she has a love for fashion, her husky Archer and “an allergy to running,” laughed the media mogul. Moving to the States at the age of eight, Zeng has been passionate about style her entire life. “Even while I was a foreign exchange trader at Citi, I continued to run my style blog. This passion was why I pursued consulting textile factories in China later in my career and how I started Choosy.” Wanting to produce collections that resonate with the community, the Choosy AI sources trends and styles that people have conveyed they enjoy wearing. Rather than telling their loyal following what they should be wearing, the designer wants Choosy to be a reflection of what the consumers want to wear.
“We get our inspiration from the trends that our AI picks up. For instance, Outerwear is always a staple in the winter, but we particularly picked up on the use of texture, faux fur, shearling, and leather. We also have our party dressing collection out which features metallics and eye-catching cuts,” exposed Zeng. With trends no longer just a 3-4 times a year runway deal, social media is fast becoming the core of the fashion industry with trends exposing themselves on platforms like Instagram every day. “Aggregating all of this information allows us to be proactive about what we want to produce, see how people style items in their own ways and think outside the box across style aesthetics.” Offering a global perspective at just the tips of our fingertips, we asked Zeng for her take on fashion around the world. “When I was in Asia, I noticed that micro-influencers have become their own industry. Fashion is extremely accessible and people can work directly with designers. I also love how people take risks and aren’t afraid to mix up their aesthetic.”
Super Teddy Coat, $195; Vegan Leather Kat Pants, $90
L-R: Frankie Jumpsuit, $100; Sadie Coat, $175; Cat Lurex Bodysuit, $45; Sadie Skirt, $60
Super Teddy Coat, $195; Cat Lurex Bodysuit, $45; Vegan Leather Kat Pants, $90
With an entire platform of looks proven to be loved, we had to know the founder of Choosy’s staple of the moment: “I love all of our statement outerwear. In the winter, your look is your coat. I particularly love our Alicia Jacket. It’s a vegan leather trench with faux fur trim at the collar and sleeves. When I throw that on, nobody notices if I’m wearing sweats underneath.” An advocate of matching designs, the designer also noted the Elsa lounge set in cream as her perfect ensemble for a casual day at the office. To dominate the boardroom, Zeng opts for the Cher jacket and skirt. “I like to keep it simple in the winter. New York wind is harsh, so I usually keep a clean face, some tinted lip gloss and mascara,” shared the Choosy founder. “As cold as it is, I love New York in the winter. Snow, Christmas lights and 5th Avenue windows are the perfect holiday combination.” Braving the New York winter, Zeng definitely packs the Alicia Jacket, a faux fur bucket hat, and of course her beloved husky Archer to keep her warm.
With a breath of Spring air, we did our best to get the scoop of what to expect in 2020 from trailblazing fashion destination Choosy, and here it is: “Our AI has picked up a lot of interesting trends for Spring, and we’re also bringing back some of our bestsellers. We’re excited to share our new drops with Choosy Nation in the coming months! Follow us on Instagram to keep up to date with our new drops, see behind the scenes footage and vote in story polls on what to make next.”
L-R: Lexie Blazer, $95, Lexie Mini Dress, $65; Naomi Blazer, $95, Naomi Pants, $60; OTT Dress, $85
