About Our Styling Suggestions
Last updated 2 October 2026
Some parts of this site look at a photograph and suggest colours and cuts. It is worth being plain about what that is, and what it is not.
The short version
These are suggestions, in the way a shop assistant makes suggestions. They are not measurements, not a diagnosis, and not advice from a professional of any kind. Disagree with them freely — you know how you want to look better than a piece of software does.
What the styling features actually do
- Estimate a skin tone from a photograph, on the ITA and Monk scales, and use it to shortlist colours that tend to sit well with that range.
- Estimate a body shape and face shape, and use them to shortlist cuts and necklines commonly recommended for those proportions.
- Combine those with the style and season you pick to rank complete outfits.
Underneath, this is pattern-matching against a catalogue of styling conventions. It is not measuring you.
What it is not
- Not a measurement. Skin tone and body shape estimates vary with lighting, camera, angle, white balance and clothing. Two photographs of the same person taken minutes apart can produce different answers.
- Not medical, dermatological, or nutritional advice. Nothing here is a health assessment. If you have a concern about your skin or your health, see a doctor.
- Not a fitting service. A body-shape estimate is not a size recommendation. Use the size chart on the product page and a tape measure.
- Not a judgement. A suggestion that a colour "suits" you is a convention about contrast and undertone, not a statement about how anyone should look.
On accuracy
We publish no accuracy figure for these features, and we ask you to be sceptical of anyone who does. Our own internal evaluation compares suggestions against the tags in our own catalogue — which means it largely measures whether the system agrees with itself, not whether it is right about you. Publishing a percentage derived from that would be misleading, so we do not.
What we can say honestly: the suggestions are conventional, they are reasonable starting points, and they are least reliable in poor lighting and for people whose photographs are unlike those the underlying models were built from. We are working on the second of those.
Your photographs
Uploading one is entirely optional — the design studio and the shop work without it. What we do with photographs, how long we keep them, and how to have them deleted is set out in our privacy policy, which is the full account and the one that governs. In short: they are analysed for your suggestions, they are never used to train anybody's models, and you can withdraw them at any time.
There is one case where a photograph of you leaves our servers, and it happens only if you say so. When the AI styling features are switched on, a look can be drawn on your own reading photograph instead of on a generic figure — and that sends that one photograph to Google's Gemini API, which draws it. We ask you each time, in the moment. There is no setting that agrees in advance and no box to leave ticked; a photograph is never sent for anyone who has not been asked and said yes. Saying no is a complete answer, not a dead end: the reading finishes and you get the same advice, drawn on a figure rather than on you. A photograph of a garment in your wardrobe is never sent, whatever you answer.
Previews
The garment previews — flat, 3D, and on-model — are simulations rendered from your design. They are close, and they are built from the same data we send to the press, but they are not photographs of your finished garment. Printed colour can differ slightly from screen colour, and print placement carries a tolerance of about ±5 mm. See Terms & conditions, section 7.
Two kinds of picture show a whole look rather than one garment, and they are not the same thing. A look we have drawn for you is generated by AI: it is an illustration of the combination, not a photograph of the garments, and it says so beneath it wherever it appears. A look built from your own photographs of your own clothes is exactly that — your pictures, arranged — and is labelled that way instead. Neither is a photograph of the finished garment, and neither is a promise about how a piece will fit you.
Questions
If a suggestion seems wrong, or a preview did not match what arrived, tell us — [Email address — NOT YET SET]. Both are things we want to know about.