In recent years, major tech firms like Amazon and Google have sought to enhance online shopping through virtual try-ons, with startups aiming to address fashion inspiration and fit using artificial intelligence (AI). Enter Doji, a new startup that has introduced an app designed to make virtual clothing try-ons both enjoyable and social. By creating personalized avatars, Doji showcases various looks to inspire users to purchase new apparel.
Following its recent launch on the App Store, Doji secured a $14 million seed funding round led by Thrive Capital, with participation from Seven Seven Six Ventures, aimed at refining its AI capabilities. The startup leverages its own diffusion models to offer realistic try-on experiences that stem from the latest advancements in AI technology.
Doji was co-founded by Dorian Dargan, a former Apple employee with experience in VisionOS and gaming at Meta, and Jim Winkens, a former researcher at DeepMind and Google. Their collaboration began on Twitter in 2022, spurred by a mutual interest in fashion and the insights from the avatar-centric app Lensa, which sparked ideas for a fashion-focused version that prioritises photorealism.
Thrive Capital’s Miles Grimshaw praised the Doji experience, highlighting its potential to transform online shopping into a more engaging and centralised process. The app allows users to create an avatar through a detailed setup that includes taking selfies and providing full-body images, which can take around 30 minutes. Users can also select their preferred brands to receive tailored recommendations within the app.
While other apps have attempted to provide AI-driven fashion suggestions, Doji focuses on quality avatar creation to ensure optimal clothing matches. The app displays various outfits that suit the user’s avatar and allows for external apparel links. Although the app excels in providing a visual representation, it currently does not offer fit assessments—a feature the team aims to incorporate in the future.
Moving forward, Doji plans to expedite the virtual try-on process and integrate shopping directly within the app rather than redirecting users elsewhere. Accessible in over 80 countries, the startup has not yet announced when it will transition from its invite-only model to a more open platform. Dargan emphasises that Doji distinguishes itself through its engaging approach to discover clothing, as well as a commitment to improving self-representation in avatars, which has been fine-tuned through extensive technological investment.
In summary, Doji’s innovative take on virtual try-ons, coupled with its ambition to enhance the shopping experience and user engagement, positions it as a noteworthy contender in the evolving landscape of fashion retail technology.
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