Gaia my friend is an app that offers advice on how to put together the best outfits from your existing wardrobe, encouraging considered purchases and guiding users towards sustainable options.
At one point or another, everyone has opened their wardrobe and stood there for minutes on end, staring at it and shaking their head. Gaia my friend is an app that helps answer exactly that age-old question: "What do I wear?". Like a trusted friend, Gaia suggests the perfect outfit by combining pieces already in your wardrobe with others available to buy online, tailoring its suggestions according to the user's mood and state of mind. All of this is made possible by artificial intelligence, AI, which is also embedded in the name Gaia. In this way, Gaia my friend encourages users to make the most of the clothes they already own and make them last; and it is precisely because of this focus on sustainability in fashion that it has become part of the LifeGate Way ecosystem — the group's subsidiary dedicated to inherently sustainable startups.
In a world dominated by fast fashion, it is easy to be tempted into buying new clothes to vary your look: after all, they are cheap and just a few clicks away from being delivered straight to your door. Gaia my friend, on the other hand, invites its community to wear their clothes more and for longer, perhaps by experimenting with new combinations.
As well as providing access to traditional online shopping platforms, the Gaia team is working to shine a spotlight on a range of low-impact brands, responsible and made-in-Italy labels, and creations by young designers. The most recent project is a collection of sweatshirts and t-shirts bearing the Gaia name, created in collaboration with Upupa & Colibrì, a streetwear brand that has been active in Italy since 2011. The limited edition includes one-of-a-kind pieces made from certified organic materials and reconditioned fabrics, bearing a slogan that captures the startup's values: "Fashion should be two things: emotional and sustainable". That is, fashion should be two things: emotional and sustainable.
Behind the scenes at Gaia my friend is Arianna Pozzi, a very young entrepreneur born in 2003 who targets teenagers and Generation Z. People who pay close attention to their choice of outfit — not so much as a status symbol, but as a way of expressing their individuality through the way they dress.
The app's user experience is distinctive because Gaia does not present itself as a cold artificial intelligence, but rather as a friend you can trust. The founder's profile, fully in line with the target audience in terms of age and attitude, also fosters a sense of connection and belonging. The community plays a central role, as the app allows users to involve others in their outfit choices by asking for their comments. All of this comes with a particular focus on psychological and emotional wellbeing, thanks to a feature specifically designed to prevent any form of cyberbullying and hate speech.
