Meet Phia, the Revolutionary AI-Powered Fashion Shopping App Led by Bill Gates’ Daughter Phoebe Gates and Stanford Roommate Sophia Kianni
Introducing Phia, a revolutionary shopping app making waves in the fashion industry. Founded by Phoebe Gates and Stanford roommate Sophia Kianni, this innovative platform is transforming the online shopping experience.
Phia functions as a comprehensive price comparison tool for fashion items across the web, earning itself the nickname “Google flights for fashion.” The app and browser extension streamline the e-commerce process, allowing users to easily find, compare, and purchase their desired items.
According to Gates, the future of fashion will be defined by making access to diverse products more accessible than ever before. Phia represents one of many AI-driven fashion startups aiming to simplify online shopping for consumers.
The app, which launched in April, already boasts a user base of approximately 500,000 people. In early September, Phia announced an $8 million seed funding round that was successfully raised within three-and-a-half weeks. Notable investors include Kleiner Perkins, Kris Jenner, and Hailey Bieber.
Recently, Phia introduced an enhanced search feature that scours over 300 million fashion items to offer a seamless shopping experience. The updated app allows customers to view their past purchases and explore new items tailored to their preferences.
The duo behind Phia initially developed a desktop Chrome extension for second-hand item comparisons while shopping online. However, user feedback revealed a strong preference for mobile shopping among their demographic. Young users were found to prioritize instant price checks over second-hand options.
Recognizing this trend, Gates and Kianni transitioned their focus towards developing a mobile app. Their first investment came from one of Stanford’s social entrepreneurship programs. As traction grew, they decided to seek venture capital to further execute their vision.
Soma Capital reached out to Kianni on LinkedIn after hearing about the product and eventually provided one of the initial institutional checks. This connection led to introductions to numerous influential individuals and firms, ultimately resulting in a highly-publicized seed round led by Kleiner Perkins.
Kiannia is a well-known activist, having founded Climate Cardinals, a nonprofit dedicated to translating climate change information into various languages. She has been recognized as an advisor to the United Nations and featured on multiple lists, including BBC’s 100 Women.
Aside from Kris Jenner and Hailey Bieber, other investors in Phia include billionaire Michael Rubin, Spanx founder Sara Blakey, and Sheryl Sandberg. Soma Capital played a key role in connecting them with the team at Kleiner Perkins, the firm leading this seed round.
Michael Rubin expressed his excitement about Phia, stating that he believes in the power of technology to transform online shopping. He praised Phoebe and Sophia for bringing genuine innovation to the space and improving the shopping experience for everyone.
Phia’s marketing strategies are reflective of its Gen Z target audience, with a focus on organic, founder-led content. Gates and Kianni actively engage with users through direct messaging, social media hiring, and even AI tools like ChatGPT to create viral campaigns.
Their podcast, The Burnouts, launched in April alongside the app, has garnered almost half a million followers on Instagram. It focuses on providing career advice for young people, particularly women, and serves as a platform to attract interest in Phia.
With the fresh capital from their seed round, Gates and Kianni plan to expand their team (currently at 12 members) primarily through social media channels. They envision Phia as the future of personalized shopping, with plans to create a virtual shopping agent that integrates with users’ calendars and offers tailored recommendations on what to buy, resell, or keep.
Gates expresses optimism about the app’s potential to become a personal shopping assistant, capable of suggesting purchases based on calendar events and offering advice on reselling and maintaining items. Kianni emphasizes that there is still much to learn and grow, with a focus on sharing their journey publicly to inspire others in the industry.
