Alta brings virtual try-on tech to fashion brand websites

Alta is transitioning its virtual styling technology from a standalone app into enterprise website integrations. The company’s first collaboration is with Public School, a fashion brand based in New York City. Unveiled this week during New York Fashion Week, the integration allows shoppers to style looks from the brand’s new collection directly on their own Alta avatars. This marks a shift from Alta’s consumer app, which allows users to create digital closets and try on clothes with virtual avatars. Public School founders Dao-Yi Chow and Maxwell Osborne had been looking for an AI partner and virtual try-on avatar solution, and Chow had already been an Alta app user himself. Chow noted that brands must look at technology as a partner in business today, stating that they want to use AI not as a design tool, but as a tool to extend storytelling and interact with consumers.

Since its launch in 2023, the Alta platform has generated more than 100 million outfits, according to Wang. The company, which has partnerships with Poshmark and the Council of Fashion Designers of America, is positioning its technology as an alternative to existing digital avatar solutions used by fashion brands like Zara and Balmain. Wang stated that Alta avatars can put on at least eight items within seconds. In contrast, Zara avatars can wear only four items and take around two minutes to process. Currently, outside of the Public School integration, a shopper must add a potential purchase to their Alta wishlist and then style it on their avatar, rather than doing so directly on a brand’s website.

The enterprise expansion follows a funding round last year, in which Alta raised $11 million. The round was led by Menlo Ventures, with participation from other investors including Jasmine Tookes, Karlie Kloss, Anthology Fund, and Jenny Fleiss. Wang views the website integrations as a step toward establishing Alta as the data layer for agentic commerce (commerce systems that use data to understand shopper preferences and act on their behalf). According to Alta founder Jenny Wang, “The consumer Alta app is the ‘Clueless’ closet, while the enterprise Alta experience allows shoppers to style pieces and try the outfits on their pre-existing Alta avatar,” enabling a direct-to-consumer virtual try-on experience.

Why it matters

Alta is shifting from a consumer-facing app to an enterprise infrastructure provider. The company aims to become the data layer that powers virtual try-ons directly on third-party fashion websites, starting with its integration on Public School’s website.