There’s a particular kind of fashion frustration that has become almost universal. You spot the dress on Instagram. A stranger walks past you in the perfect jacket. You screenshot a pair of jeans from a TV show, save a top to your camera roll or spend your commute trying to work out where, exactly, you’ve seen that bag before.
Then you try to find it.
Cue the endless scrolling, sponsored results, sold-out sizes, open browser tabs and increasingly irrelevant recommendations. Somehow, with more fashion available online than ever, finding the thing you actually want can feel harder than it used to.
That’s the problem London-based fashion app Hey Savi is setting out to solve.
Launching in 2026, the AI-powered fashion discovery platform lets women search using the way they already find fashion: through screenshots, photographs, inspiration or simply a description of what they’re looking for. It then searches across more than 10,000 brands and retailers, serving up shoppable results tailored to an individual’s size, style and budget.
The bigger idea, however, is not simply to make fashion search faster. It’s to question whether the current model of online fashion discovery is working at all.
For years, algorithms have promised to make shopping more personal. Yet the experience can often feel strangely uniform. The same viral pieces, the same trending brands and the same sponsored products appear again and again, regardless of whether they genuinely reflect an individual woman’s taste, body, budget or life.
Hey Savi is taking a different approach. Its agentic AI technology is designed to be brand agnostic, widening the pool rather than narrowing it. That could mean finding an independent boutique you’ve never encountered, discovering an emerging label that hasn’t yet broken through the algorithm, or tracking down a more affordable alternative to the designer jeans you saved months ago.
The result is intended to feel less like being funnelled towards what the internet has already decided is fashionable, and more like having a personal fashion search engine that understands what caught your eye in the first place.
“Women discover fashion everywhere now,” says Sarah Daniel, Co-Founder of Hey Savi. “Through screenshots, TikTok, friends, TV, Instagram, people walking down the street. But actually finding those pieces online is still so difficult. We wanted to create something that works with the way women already shop and think. Hey Savi makes fashion discovery feel inspiring again, instead of overwhelming and unoriginal.”
That distinction matters as AI increasingly reshapes fashion. The promise isn’t another digital stylist telling women what they should wear. Instead, Hey Savi wants AI to work backwards from personal taste — helping users find more of what they already respond to, while opening the door to things they might never have encountered through conventional search.
“Fashion has become so dominated by sponsored results and repetitive algorithms that everyone ends up being shown the same things,” says Vic Peppiatt, Co-Founder of Hey Savi. “We wanted to build something that gives women more choice, more individuality and more control over what they discover. Whether your style is high street, designer, vintage-inspired, minimalist or bold, Hey Savi helps widen your fashion world instead of narrowing it.”
The company is also bringing a familiar face to that mission. Television presenter, stylist and confidence advocate Lisa Snowdon joins Hey Savi as its Confidence Ambassador, bringing a longstanding focus on body confidence and helping women feel comfortable in what they wear.
“As Confidence Ambassador at Hey Savi, I’m backing something I believe in completely — a platform built by women, for women, with a mission to create real body confidence using AI that makes you look good and feel great.”
The ambition extends beyond discovery, too. Hey Savi has announced an early strategic collaboration with PayPal, bringing AI-powered fashion search and checkout closer together. The idea is simple: find something you love, discover where to buy it and complete the purchase without the familiar dance between search engines, retailer sites and multiple browser tabs.
And, potentially, this is where the experience becomes more interesting over time. As users interact with Hey Savi, the platform can learn their preferences — from favourite brands and sizing to price points and personal style — allowing future results to become increasingly relevant.
Fashion discovery has never suffered from a lack of choice. If anything, there is now too much of it. The challenge is filtering the noise without losing the thrill of finding something unexpected.
That may be the more interesting promise behind Hey Savi: not using AI to make fashion more predictable, but using it to make the internet feel a little less like an endless conveyor belt of the same clothes — and a little more like discovery.
The convergence of tech and brands 