DressX's Snapchat-like Filters Lets Users Dress in Couture Fashion

Francesca Billington

Francesca Billington is a freelance reporter. Prior to that, she was a general assignment reporter for dot.LA and has also reported for KCRW, the Santa Monica Daily Press and local publications in New Jersey. She graduated from Princeton in 2019 with a degree in anthropology.

DressX's Snapchat-like Filters Lets Users Dress in Couture Fashion

Daria Shapovalova and Natalia Modenova want to sell you clothes, but not the type that hangs in your closet.

Their virtual outfits can be cropped into your next Instagram post to make followers think you paid thousands of dollars for a dress designed by Alexander McQueen's nephew.

Their Los Angeles-based digital fashion startup DressX is building a library of designer dresses, sweatshirts and purses that cost far less than the real thing. And, they say, without the environmental cost of production, shipping and waste.

"It's for content creators who don't want to spend additional money on clothes," said Shapovalova, DressX's co-founder. "They can shoot their prerecorded videos for Stories and TikTok just from the camera."

After scrolling through pages of clothes, customers check out with a credit card and upload a photo of themselves with any special requests.

"They're like style notes," said Modenova. "For example, I want to have my bag on top of the dress."

The DressX team then gets to work, layering the digital clothes on top of the customer's picture. A day later, a finalized image is emailed back to the user along with a file of the item.

Once the startup's mobile app goes live later this month, users can pay a monthly subscription fee to access certain garments as augmented reality filters. Think of it like premium Snapchat filters for couture fashion, where content creators can film YouTube videos or Instagram Stories while wearing virtual outfits.

On Tuesday, DressX closed a $2 million seed round to launch that platform and build out its NFT marketplace.

Before COVID-19, the DressX executive team ran a pop-up showroom in L.A. called More Dash, where customers could film digital content in rented outfits. They transitioned online last August and started marketing to millennial and GenZ-aged consumers pushing back against the fast fashion industry.

"Imagine you're 15 years old, you don't have enough money to buy dresses that you wish to buy," Shapovalova said. "In digital fashion, you can wear almost anything."

The company now lists clothes and accessories from over 100 3-D and traditional fashion designers including Ukraine-based Paskal and shoe brand Buffalo London. Between 12% to 30% of each sale goes back to the designer, excluding items from DressX's own clothes designed in-house.

There's a $25 sweatshirt printed with a Paul Cezanne painting and a $100 interactive couture dress programmed with Google technology. In April, DressX hosted an online fashion show with Gary James McQueen — nephew of designer Alexander McQueen — who sold the clothes for digital purchase only.

"This is breaking the boundaries of the existing fashion industry," said Shapovalova, a former fashion TV show host who helped launch Ukraine's Fashion Week.

From left: DressX CEO Daria Shapovalova, COO Natalia Modenova and Head of Product Julie Krasniienko. (All the clothes featured are 100% digital).Photo by Olga Helga

Next year, she said the company aims to launch new features for users to wear DressX clothes on Zoom or Google Meet.

The seed round was led by The Artemis Fund and Alpha Edison. Additional funding came from Unlock Venture Partners, One Way Ventures, Signal Peak Ventures, TLF Ventures, Startup Mavericks and Angel investors from fashion, tech and blockchain industries, the company said.


Subscribe to our newsletter to catch every headline.


Greater Good Health Raises $10 Million To Fix America’s Doctor Shortage

Keerthi Vedantam

Keerthi Vedantam is a bioscience reporter at dot.LA. She cut her teeth covering everything from cloud computing to 5G in San Francisco and Seattle. Before she covered tech, Keerthi reported on tribal lands and congressional policy in Washington, D.C. Connect with her on Twitter, Clubhouse (@keerthivedantam) or Signal at 408-470-0776.

Greater Good Health Raises $10 Million To Fix America’s Doctor Shortage
Courtesy of Greater Good Health

The pandemic highlighted what’s been a growing trend for years: Medical students are prioritizing high-paying specialty fields over primary care, leading to a shortage of primary care doctors who take care of a patient’s day-to-day health concerns. These physicians are a cornerstone of preventative health care, which when addressed can lower health care costs for patients, insurers and the government. But there’s a massive shortage of doctors all over the country, and the pipeline for primary care physicians is even weaker.

One local startup is offering a possible answer to this supply squeeze: nurse practitioners.

On Wednesday, Manhattan Beach-based Greater Good Health unveiled $10 million in new funding led by LRVHealth, adding to $3 million in seed funding raised by the startup last year. The company employs nurse practitioners and pairs them with doctor’s offices and medical clinics; this allows nurse practitioners to take on patients who would otherwise have to wait weeks, or even months, to see a doctor.

Read more Show less

Plus Capital Partner Amanda Groves on Celebrity Equity Investments

Minnie Ingersoll
Minnie Ingersoll is a partner at TenOneTen and host of the LA Venture podcast. Prior to TenOneTen, Minnie was the COO and co-founder of $100M+ Shift.com, an online marketplace for used cars. Minnie started her career as an early product manager at Google. Minnie studied Computer Science at Stanford and has an MBA from HBS. She recently moved back to L.A. after 20+ years in the Bay Area and is excited to be a part of the growing tech ecosystem of Southern California. In her space time, Minnie surfs baby waves and raises baby people.
PLUS Capital​’s Amanda Groves.
Courtesy of Amanda Groves.

On this episode of the L.A. Venture podcast, Amanda Groves talks about how PLUS Capital advises celebrity investors and why more high-profile individuals are choosing to invest instead of endorse.

As a partner at PLUS, Groves works with over 70 artists and athletes, helping to guide their investment strategies. PLUS advises their talent roster to combine their financial capital with their social capital and focus on five investment areas: the future of work, future of education, health and wellness, the conscious consumer and sustainability.

Read more Show less