This MIT grad just got millions to build an entire fashion brand that’s inspired by algorithms

Jessie ZengMoxie

  • Choosy is a fashion brand that creates outfits from the fashions worn in top trending posts on Instagram.
  • Its CEO, Jessie Zeng, created an algorithm to find the top trending fashions.
  • Choosy received $5.4 million in a funding round led by Forerunner Ventures to launch the site in July 2018. 

When Jessie Zeng set out to open an online fashion house, it made sense that she would do so by way of Instagram: The MIT graduate describes herself as a “social media obsessive” who spends hours pouring over the fashion stylings of the site’s A-lister accounts.

Zeng’s company, Choosy, draws its fashion inspiration almost exclusively from the top trending posts on Instagram. Choosy’s chief goal is to put the bespoke, buzz-worthy items worn by the site’s social media darlings into the hands of consumers, for a fraction of what the real items cost.

Zeng built her company around questions she saw cropping up again and again on the images of celebrities and influencers: Where can I buy that outfit? What brand is that? How can I get what they’re wearing? 

“No one ever answers those questions,” Zeng told Business Insider. “And then, when you do find out what item they’re wearing, it’s usually so expensive that it’s unattainable for the everyday

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