DRESSX is the world’s largest digital fashion retailer and technology platform, powering AR (augmented reality) try-on, virtual garments, and NFTs for Gen Z, digital natives, and brands. Founded in 2020 by Daria Shapovalova and Natalia Modenova in Los Angeles, with key team member Julie Krasnienko joining as Head of Product, the mission is clear: to move fashion into digital worlds, reduce physical waste, and offer authentic self-expression for every avatar, photo, and virtual experience.
“We open a new dimension, where both worlds of physical and digital fashion will co-exist,” said Daria Shapovalova, Co-founder.
How Does It Work?
DRESSX offers a comprehensive platform for collecting, styling, trading, and wearing digital garments:
MetaCloset & AR Try-On: The MetaCloset app lets users collect wearable NFTs, try on digital looks instantly via AR, and share content on social and gaming platforms—without needing avatars or VR headsets. AI-Powered Shopping: In 2025, DRESSX launched DRESSX Agent—an…
AI styling and shopping platform dubbed ChatGPT for Fashion. It uses advanced body mapping, image recognition, and generative AI for hyper-personalized, fun virtual try-on, solving issues like returns and poor discovery.
NFT Marketplace: The NFT marketplace lets users and brands mint, buy, sell, and rent unique digital garments usable in AR, gaming, and Metaverse platforms. Interoperability: DRESSX digital fashion is wearable on avatars across Meta, Roblox, Snapchat, and more—allowing seamless integration into everyday virtual life.
Origin Story & Founders After running Mercedes-Benz Kyiv Fashion Days and consulting for global brands, Daria Shapovalova and Natalia Modenova moved to Los Angeles and saw the opportunity to address fashion’s sustainability crisis through digital clothing.
Julie Krasnienko, with prior experience at Looksery, helped build the platform’s advanced AR image processing. Since launch, DRESSX has grown to host designers and thousands of digital items, collaborating with brands like Balenciaga, Dior, Roblox, Off-White, Jason Wu, PUMA, FARFETCH, and Meta…
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