Jenny Wang, founder of Alta, is bringing the futuristic fashion tech from the movie "Clueless" into the real world. Since launching in 2023, Alta has evolved from a digital closet app into a platform that lets users create personalized avatars and virtually try on clothes using AI. The company recently raised $11 million in a round led by Menlo Ventures, with participation from notable figures including models Jasmine Tookes and Karlie Kloss, Anthropic’s investment arm Anthology Fund, and Rent the Runway co-founder Jenny Fleiss. Now, Alta is expanding beyond its standalone app. It has officially launched on the app store and has been named one of the best innovations of the year by Time and Vogue. Since its debut, more than 100 million outfits have been generated on the platform. Alta has also partnered with Poshmark and the Council of Fashion Designers of America, with more collaborations on the horizon. The company’s latest milestone is a partnership with Public School, the New York-based fashion label making its grand return at New York Fashion Week after a hiatus. Through this integration, shoppers can now style pieces from Public School’s new collection on their own Alta avatar directly on the brand’s website. A small “Style by Alta” icon near the bottom of product pages triggers the feature, allowing users to see how clothing would look on their personalized avatar. Wang connected with Public School founders Dao-Yi Chow and Maxwell Osborne through the founder of Poshmark, who is also an angel investor in both companies. Chow, who has used the Alta app himself, said the brand sees technology not as a replacement for design but as a tool to enhance storytelling and deepen consumer engagement—especially for those who can’t experience the brand in person. This marks one of the first times a designer brand has embedded a personal avatar and styling tool directly into its website. While users can already access Public School through Alta’s app, the goal is to enable direct try-ons on brand sites without leaving the shopping experience. Currently, users must add items to their Alta wishlist and style them within the app—something Alta aims to streamline across other brands. Compared to other virtual try-on tools, Alta stands out. While Zara’s avatars can only handle four items and take about two minutes to dress, Alta avatars can layer at least eight items in seconds. This speed and flexibility are key to Alta’s vision. Wang sees Alta as both a modern take on the “Clueless” digital closet and a foundational layer for the future of AI-driven shopping. She envisions Alta as the personal identity layer for consumer AI, where a shopper’s avatar, style preferences, body data, and purchase history are all integrated into a seamless, intelligent shopping experience. For agentic commerce to succeed, she argues, the system must understand the individual—something Alta is built to do.