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London-based artificial intelligence fashion startup Vestico has bagged a £250,000 investment from venture capital firm Jenson Funding Partners.

Shoppers can use Vestico to visualise fashion and beauty products on images of people physically similar to them.

Vestico’s AI recommends products to its users based on factors such as their height, weight and skin type.

“We’ve all experienced shopping for clothing online, from figuring out the right size to purchase to going through the process of returning things that just don’t fit well enough,” said Sarah Barber, CEO at Jenson Funding Partners.

The fashion tech company was founded in 2020 by Maia Sasania, Benedikt Hirmer and Maddie Forman, as a way to cut down on the number of returns associated with eccommerce.

Sasania told UKTN the fresh funding will go towards hiring. The tech is already used by Spanish fashion brand Desigual.

“Vestico was created to give shoppers confidence and inspiration to buy items they will keep,” said Maia Sasania, co-founder and CEO at Vestico.

“Our mission is to represent every single shopper on their favourite brand’s stores and equip them with critical information to prevent returns.”

Jenson Funding Partners typically invests in early-stage growth companies ranging from pre-seed to Series A and is authorised by the Financial Conduct Authority (FCA).