Gaia my friend, the app that helps you choose what to wear by combining style and sustainability

Gaia my friend is an app that gives advice on how to best match your clothes, weighing up purchases and moving towards sustainable options.

Sooner or later, everyone has opened the wardrobe and spent entire minutes looking at it while shaking their head. Gaia my friend è an app which helps to answer the age-old question:“What do I wear?”.Like a trusted friend, Gaia recommends the perfect outfit by combining the items already present in the wardrobe with others that can be purchased online, also declining her proposal based on thehumor and the user's state of mind.All this thanks toartificial intelligence, Ai, which in fact is also found in the name Gaia.In doing so, Gaia my friend invites you to make the most of your clothes and make them last over time;and it is precisely by virtue of this focus on sustainability in fashion which has become part of the ecosystem of LifeGate Way, the group's subsidiary dedicated to naturally sustainable startups.

Because knowing how to choose clothes is also a question of sustainability

In a world dominated by fast fashion, it's easy to be tempted to buy new clothes to change your look:on the other hand, they cost little and just a few clicks are enough to have them delivered comfortably to your home.Gaia my friend, on the other hand, invites the community to use your clothes more and for longer, perhaps experimenting with new combinations.

In addition to giving access to traditional online shopping platforms, the Gaia team is trying to highlight a series of low-impact brands, responsible and made in Italy brands and creations by young designers.The latest project in chronological order is a collection of sweatshirts and t-shirts signed Gaia in collaboration with Hoopoe & Hummingbird, a streetwear brand present in Italy since 2011.The limited edition includes unique pieces made with certified organic materials and reconditioned fabrics, with writing that expresses the startup's values:”Fashion should be two things:emotional and sustainable”.That is to say, fashion should be two things:exciting and sustainable.

The story of Gaia my friend

Behind the scenes of Gaia my friend is there Arianna Pozzi, very young entrepreneur class of 2003 which is aimed at the target audience teenager and of generation Z.People who pay a lot of attention to the choice of outfit, not so much as a status symbol but to express their uniqueness also through their look.

The user experience of the app is particular because Gaia does not present itself as a cold artificial intelligence, but rather as a friend you can trust.Even the figure of the founder, fully in line with the target in terms of age and attitude, generates connection and a sense of belonging.In fact, the community has a leading role because the app allows you to involve other users in choosing the outfit, asking them to comment.All this with particular attention to psychological and emotional well-being, thanks to a function specifically designed for prevent any phenomenon of cyberbullying And hate speech.