Trust The Algo To Dress You

KL-based fashion-tech startup Ellegra believes the next disruption in online retail will be driven by the level of curation you can offer your customers. And they aim to do this via their style boxes, which are curated by the platform’s personal stylists and - you guessed it - an algorithm. We speak to Founder Gwen Delhumeau about offering a highly personalised shopping experience, the true cost of fast fashion, and how Malaysians are taking to trusting an algorithm for their OOTDs.