Sunshine Coast fashionistas are backing a revolutionary shopping app that shines a spotlight on body positivity.
The women-only app offers fashion inspiration tailored personally to the individual shopper.
Mys Tyler uses a combination of algorithms and human-based recommendations to match women with like-bodied content creators.
This allows them to follow, discover and shop body-relevant fashion content and give an accurate representation of how items might look and fit.
The app’s founder and CEO, Australian entrepreneur Sarah Neill, said the app aimed to address a “critical flaw” in the fashion world and helped take the guess work out of online shopping.
“As women we know fit is more than just size, it’s shape, colouring and style,” Ms Neill said.
“We want to normalise all bodies and help women enjoy fashion.
“We’re fixing a critical flaw in the world of fashion that has meant women have had to buy clothes off models or influencers who look nothing like them.
“Until now women have had to imagine what clothes would look like on themselves, only to try them on with a shockingly low success rate.”
The app features images of content contributors, which are everyday fashion enthusiasts wearing a variety of clothing styles.
Ms Neill said the app followed three steps to help each woman enjoy a personalised fashion experience.
After completing an in-app body quiz a ‘FIT’ algorithm matched women of similar heights, sizes and skin tones.
Users can then choose to follow women whose style they like to create a personalised feed of fashion content that is body and style relevant.
From here users can access online stores directly through the app if they see an item they would like to purchase.
“Our FIT algorithm creates a match score between users and each content creator,” Ms Neill said.
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“They can discover like-bodied women who show how clothes look, how they are styled and where to buy them, improving fit confidence and reducing returns..
“This allows us to create a hyper-personalized shopping experience that learns as users engage with the platform.”
Mys Tyler is continually recruiting women to share their style and represent their own height, shape and size.
This includes Sunshine Coast-based Debra Tavona-Dicker, a fashion influencer who takes pride in a colourful lifestyle.
“I enjoy sharing my fashion journey with other gorgeous ladies and learning from their own fashion journeys,” Ms Tavona-Dicker said.
“The (Mys Tyler) platform allows me to learn, communicate and share with women all over the world.
“I get to see all these gorgeous, beautiful women show their everyday creativity through their own individual fashion sense and style.”
The app has also been popular with breast cancer survivor Kellie Varidel who uses the app to see “women like her” styling outfits in a what she would not have thought to.
Coast local Laura Cox is a Mys Tyler contributor and the founder of the ethical and sustainable womenswear and accessories brand, Karmic Witch.
“I love using the Mys Tyler platform to showcase the designs from my fashion label,” she said.
“I also work with Mys Tyler to find content creators on the platform and I love what a diverse range of women I can find to showcase my clothes on.”
Mys Tyler is free to download from the Apps Store or Google Play.
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