Behind the seams
How it’s made, and why.
The questions we hear most, answered openly. From the vision to Chloé, the app and your privacy.
WATOWEAR is a personal styling experience built around you and the clothes you already own. It brings together your physical characteristics, preferences, personal style, wardrobe and real-life context so that Chloé, WATOWEAR’s Styling Intelligence, can help you make more considered decisions about what to wear.
Because getting dressed is personal, but most fashion experiences still begin with products, trends or generic rules. WATOWEAR was created to reverse that order: understand the individual first, then help them see and use their wardrobe in a way that feels relevant to who they are and the life they actually live.
Yes. WATOWEAR was created in France and is launching first in France before expanding across Europe. Its styling philosophy is influenced by French styling culture and by founder Chloé Sasaa’s 18 years of experience styling real people. For WATOWEAR, that influence is about proportion, ease, individuality and refinement, not about teaching everyone to dress “French.”
WATOWEAR is for people who want a closer, more confident relationship with their wardrobe. You may love fashion, feel stuck in a style rut, be dressing for a new phase of life or simply want getting dressed to require less guesswork.
The outfit is the outcome, not the starting point. WATOWEAR first considers the person: their physical characteristics, preferences, style, existing wardrobe and the situation they are dressing for.
No. WATOWEAR follows the individual before it follows a trend cycle. A trend can be relevant when it genuinely suits you, your wardrobe, your proportions and your life. Popularity alone is never the reason for a recommendation.
Chloé is the name of WATOWEAR’s Styling Intelligence. Chloé Sasaa is WATOWEAR’s founder and a real person. They are connected, but they are not the same thing. The intelligence is built around the styling philosophy Chloé Sasaa developed through 18 years of real styling experience. Chloé offers guidance; you keep the final say.
Because WATOWEAR’s styling intelligence began with the founder’s own styling philosophy. Giving it her first name preserves that origin while Chloé Sasaa remains the founder behind it.
Personalisation begins with the profile you build, your digital wardrobe and the context you share: an occasion, work, comfort, mood or another real-life need.
Because styling is personal. Information such as proportions, colouring and other styling-related characteristics gives Chloé useful context for understanding what is likely to work for you.
Yes. Personalisation is not a one-off quiz. Your wardrobe changes, your preferences evolve and different moments of life ask different things from what you wear.
You can build a digital wardrobe, ask Chloé for personal styling guidance, explore outfit possibilities from the clothes you already own, refine suggestions through conversation, create focused Capsules and invite someone you trust to contribute through Co-edit.
Your digital wardrobe gives you one place to see the clothes, shoes, bags and accessories you own. It helps make your wardrobe easier to explore and useful as the foundation of your styling experience.
Tell Chloé what you are dressing for and, if useful, how you want to feel. She considers your profile, wardrobe and context before proposing an outfit or styling direction.
Yes. A first suggestion is a starting point, not a final decision. You can change one part, ask for another direction, adjust comfort or formality, or request different shoes.
A Capsule is a focused selection from your wardrobe built around a specific purpose, for example a trip, your work week or an event.
Co-edit lets someone you trust contribute outfit or Capsule ideas using your wardrobe. Their contribution remains a suggestion; you stay in control.
Yes. Your wardrobe is the first place WATOWEAR looks. The aim is to help you rediscover overlooked pieces, find new combinations and make more use of what is already yours.
My Atelier takes you behind the scenes of fashion: the hands, the craft and the work that go into a shoe, a jacket, a bag. Everything you do in the app earns Thread, and as it grows, more of that world opens up to you. Your clothes stop being just items. Each one has a story, and you start to see it.
Free stays yours, with nothing to pay: looks with Chloé every day, free capsules with Chloé each month, free studio photos, free Chloé checks and capsule gap fills, your closet, plans and favourites, and background removal, always.
Credits are WATOWEAR à la carte. You choose the features you need most and use credits for exactly those, nothing more. Curious about a feature? Try it with credits first. The app, shaped around you.
Free is yours to keep, and it’s a good place to start. Premium is WATOWEAR at its fullest, for when getting dressed with Chloé becomes part of your day and you want her with you all the way. It opens soon.
No. WATOWEAR helps you understand your style first, then use what you already own, more and better. When something is truly missing, Chloé shows you the piece that fills the gap. We help you buy to keep, not to throw away.
When your wardrobe cannot genuinely meet a need, WATOWEAR may identify a gap. A new piece should answer a real need and earn a useful place in your wardrobe.
For WATOWEAR, sustainability begins with understanding rather than restriction. When people understand what works for them and use more of what they already own, future purchases can become more intentional.
Yes. Your digital wardrobe is part of your personal WATOWEAR experience and is not published publicly, unless you choose to share it.
No. Appearance and body-profile information is used to personalise styling recommendations, not for facial recognition, biometric identification or authentication.
Only if you give separate, explicit consent. Declining that consent does not restrict access to WATOWEAR’s features.
Yes. WATOWEAR is designed as a mobile experience for iOS and Android, in French and English, launching first in France before expanding across Europe.
No. You can take a photograph in the app or use an existing image from your phone. A clear, well-lit image of the item is enough to begin.
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