Fashion start-up ASAP54 bags $3m funding

Investment will fund development of mobile fashion search engine

A start-up that claims to allow users to automatically identify and buy clothes from photographs has raised a total of $3m in seed funding from a group of tech investors.

Founded in 2013 by Daniela Cecilio, ASAP54 offers a mobile and web app that automatically identifies clothing and fashion apparel from photographs, allowing users to purchase items through the app.

The service will let users purchase recommended products from more than 150 retailers, including Net-A-Porter, Barneys, J. Crew, Neiman Marcus, Topshop, and Forever 21, with ASAP54 earning a commission on sales.

The $3m funding was led by digitally-focused venture capital firms e.ventures, Ceyuan Ventures and Novel TMT, with input from Trends Media Group and angel investors Carmen Busquets, James Bilefield and Frederic Court.

It will be used to fund development of the ASAP54 app, set to launch on February 28th in the US, Europe and Brazil, with plans to roll out to other geographies including the Middle East and China later in the year.

ASAP54 founder Daniela Cecilio told Business of Fashion: “My main intention is to really change the way that people interact with fashion.

“I really believe that omni-channel is the future and people will be taking pictures offline and shopping online, and vice-versa.

“ASAP54’s aim is to bridge the gap between what you see and what you shop.”

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