Fashion brand swaps dresses for data

Womenswear startup Laws of Motion is discontinuing its apparel brand to focus exclusively on licensing its AI-driven sizing technology. The brand launched in 2019 as an incubator for its proprietary sizing technology, which it says predicts body measurements with 99% accuracy and leads to 70% fewer returns. The technology is already licensed to several global brands, including Alice + Oliva, Simkhai and Bondi Born. Founder and CEO Carly Bigi notes that the product provides “unique insights that simply wouldn’t have been possible otherwise,” adding that “now it’s time to transform the industry at scale.” The return rate for women’s apparel is significantly higher than that for men’s, especially swimwear.