Threadicated, an Australian online personal styling service, has launched its Curated Collection, a new feature that utilises artificial intelligence (AI) to provide personalised clothing recommendations.

The Curated Collection allows customers to discover and shop from a store tailored to their style and budget, without the need for subscription fees. The service uses information shared by clients in their style profile and preferences to present a selection of items to browse and purchase. The pieces in the Curated Collection are updated daily, and the 'Love or Leave' feature refines the personalisation so each of the curated items is a love match. The Curated Collection is designed to evolve as clients shop with Threadicated and the company learns more about their style.

"Imagine walking into a store and every item in there matched your personal style – that’s the experience of Curated Collection by Threadicated," said Danielle Johansen, Founder and CEO of Threadicated. "Each client’s Threadicated Curated Collection will continue to evolve as they shop with us and we learn more about their style."

Threadicated was founded by Danielle Johansen and launched in 2019. It blends AI and professional fashion styling advice to provide clients with an accessible, online personal style solution.

"Clients appreciate having technology do the hard work for them – they don’t have to search the internet or spend all day in shopping centres to find what they like, which can be overwhelming and time consuming," Johansen explained. "Curated Collection is instant, flexible and personalised and gives clients control over their wardrobe."

Threadicated's success is supported by findings in Australia Post’s 2024 eCommerce Industry Report, which reported that Australians spent $63.6 billion shopping online in 2023, with $9.6 billion spent on clothes. Generation Y was the biggest spender in the online clothes shopping category, spending $3.4 billion in 2023.

"With sustainability and cost of living in the spotlight, we know it’s important to clients to find the fashion they love quickly, and feel great in it," Johansen added. "By using technology in the way that we do, we can offer clients fashion and styling advice they might not otherwise be able to access and help them refresh their wardrobe in a cost-effective and hassle-free way."