LJ Northington, the founder of fashion tech startup Aesthetic, has announced the launch of his AI/ML algorithm, Alma.
The VC-funded AI-enabled platform will make it easy for people to buy clothes that might otherwise be hard to find. The fashion concierge will help people identify and shop for clothing they sourced on social media.
“Our goal is to help users save, shop, and share their fashion inspiration without having to leave their favorite social apps,” said Harvard University alum and Aesthetic CEO LJ Northington.
Aesthetic’s Early Momentum
This launch follows Aesthetic’s beta phase, during which Alma drew over 80,000 users to its waitlist.
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The Fashion concierge works through direct messages on Instagram and other social platforms by responding to users with curated shopping links in seconds.
You send a link to the post directly to the Aesthetic account on TikTok or Instagram. Alma responds with a link to view the content on the Aesthetic website, where consumers can shop or add it to a collection board called Lookbook.
The process is designed to integrate effortlessly into users’ habits, eliminating the need for a separate app download.
Aesthetic’s Ambitious Plans
Northington is already thinking beyond individual shopping. He thinks creators (such as fashion influencers, stylists, and designers) can use the app to monetize their style.
He has begun talking with brands and record labels about how their artists can create their Aesthetic pages so fans can shop their trends. Something similar is everyone dressed up in silver for Beyoncé’s “Renaissance” tour or the neon green looks of Charli XCX’s Brat Summer.
Aesthetic’s team includes vital advisors from the fashion and tech industries, such as Reggieknow, former brand head for Yeezy and Off-White.
The platform has raised some undisclosed funds from Slow Ventures and Zeal Capital Partners, who view the AI-powered shopping experience as a game-changer in e-commerce.
In addition, the proprietary fashion AI/ML platform is being funded by the Google Cloud AI startup program.
“We’re using the money to get to profitability,” Northington said. “Luckily, Google is helping us out with some of the larger AI items, so we’re able to run a pretty cost-efficient business.”
Aesthetic’s Founder, LJ Northington
Northington obtained a Psychology degree from Harvard. This helped him gain a distiinct perspective on consumer habits and motivation. “Building consumer tech in today’s world is a very psychological, philosophical endeavor,” he said. “Building a consumer app is basically one big social experiment.”
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He wanted to be an NFL player for most of his life, but at the same time, grew up watching his father’s entrepreneurial journey and saw the fulfillment it gave him. When Northington’s career in sports fell through, he thought the business world was the closest thing to becoming a professional athlete.
The Ivy League graduate felt there was a lack of innovative tech in e-commerce. He worked on a project for a well-respected creative director. He heard the same complaint from the director he was working with and began working on concepts for personal shopping but couldn’t quite find something that worked.
Northington worked in business development and strategy for Westbrook, the media company co-founded by Jada Pinkett Smith and Will Smith.
Main Image LJ Northington, founder and chief executive officer of Aesthetic. (Image Credit: LJ Northington)