Molly Hurwitz has co-created an app aimed at shoppers to help them look for the clothes they want. Hurwitz got the idea when she was going through Instagram for fashion inspiration but couldn’t quite find the pieces she saw in pictures and google wasn’t much help either.
The app is called ScreenShop which launched November seventh. It allows users to buy clothing and accessories they see on social media, online, or even on the streets by taking a photo or screenshot on their phone.
The user uploads a photo of the outfit they like onto the app. ScreenShop then identifies the items in the photo by using computer vision and then proceed to suggest similar clothing options that vary in price ranges from different brands. The shopper can then click on the item they want to buy from the brand’s website, all without having to leave the app.
What we built is the Shazam for fashion,” said fellow co-creator Jonathan Caras, what was referring to a popular app that tells you the name of a song that is currently playing.
Kim Kardashian West is an advisor for the ScreenShop app and has been with the company since the beginning. It is said she will be sharing information about the app on her social media pages, according to the company.
“[With Instagram] you’re limited to that specific item that people and brands are tagging, and it doesn’t solve the overall problem,” Hurwitz said.
Even with users being able to tag brands and items on their photos on Instagram, Hurwitz believed it didn’t fully solve the problem.
“I don’t want to spend $1,800 on a dress, but I do want the inspiration,” she said. “The idea [with ScreenShop] is to be able to take your inspiration from anywhere, from watching a movie or browsing online or a magazine.”
ScreenShop isn’t the only service offering help based on a visual search in fashion. Asos had their own version of a visual search earlier this year on its UK app, but with Asos, it only suggests products from its own website and not an overall search. ScreenShop has partnerships with over 450 retailers like Nordstrom, H&M, and Topshop. Screenshop’s catalog includes around 10 million items that vary from seasons. When customers do make a purchase through the app, ScreenShop gets a percentage.
The app is available for free on iOS and Android users can sign up to use the beta version.