Fovo has a new way for women to shop: by shape, not size

There's a revolution afoot in women's apparel, one that embraces women of all sizes. More than a few retailers are catering to this trend and one startup, Fovo, is letting women shop by shape rather than size.

The e-commerce site is a personalized platform that uses an algorithm to select and present apparel specific to a customer's body type.

Customers take a quick quiz of just five questions, including naming which part of their body they like to show off and their celebrity doppelganger.

Founder Kiana Anvaripour has worked with designers and started Fovo after years of fielding fit questions and offering tips to women in dressing rooms.

"Shape is missing from the top of the purchasing funnel online," Anvaripour told Glossy. "But it's there at the top of mind when you shop in store. I knew we had to implement that experience for e-commerce."

Fovu counts Zappos founder Nick Swinmurn as an investor and the site features well-known brands in a wide range of sizes. It simply delivers results differently so shoppers can find items that suit their body type.

Retailers are embracing the body positivity movement and seeing positive results. Target partnered with Barbie and is running a summer promotion that encourages women of all sizes to head to the beach and not be afraid of missing out. American Eagle's Aerie brand is soaring thanks to its move away from airbrushed models.

For more:
- see this Glossy story
- see this story on Racked

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