Big Tech has spent years trying to make virtual fashion try-ons engaging. From Google to Amazon, many have experimented with AI to bridge the gap between online shopping and personal style. But a new contender called Doji is reimagining the space entirely, by blending realistic avatars, social sharing, and fashion discovery into one immersive experience.
Launched just days ago on the App Store, Doji is already making waves. The startup announced a $14 million seed round led by Thrive Capital, with support from Seven Seven Six Ventures. The funding will be used to enhance Doji’s core technology: AI-powered diffusion models that create detailed, personalized avatars and help users explore clothes in a more photo-realistic way.
Founded by Dorian Dargan and Jim Winkens, Doji blends years of AI and design expertise. Dargan worked on VisionOS at Apple and gaming experiences for the Oculus Quest at Meta, while Winkens was a researcher at DeepMind and previously developed generative AI products at Google. The duo first connected on Twitter in 2022 and bonded over a shared fascination with how people connect to digital avatars—especially after the viral success of apps like Lensa.
But unlike stylized avatar apps, Doji aims to be accurate and empowering. “Lensa made avatars look fun,” Dargan noted, “but we thought—what if this could be done for fashion in a way that actually helps you feel great in your own skin?”
Shopping That Starts With You
The Doji experience begins with a short onboarding process. Users submit six selfies and two full-body shots, then wait about 30 minutes while the AI creates a personalized avatar. You can also select your favorite brands upfront, so the app prioritizes styles you’re more likely to wear.
Once ready, the avatar becomes your digital twin. The app serves up outfits styled directly on your lookalike—tops, pants, entire ensembles—so you can scroll through and experiment. With just a tap, you can swap items or even paste in a clothing URL from the web to see how it would look on you. While it’s still invite-only, the app is live in over 80 countries and attracting attention fast.
Early testers have been impressed. Thrive Capital’s Miles Grimshaw called Doji a “virtual mirror,” highlighting how the app turns shopping from a tedious search into a social experience. Users can easily share outfit looks with friends or family and get opinions before making a purchase. And soon, you won’t need to leave the app to buy clothes—Doji plans to integrate the checkout process to remove friction.
Some users have noted that avatars sometimes appear slightly thinner or taller than expected. But Doji lets you retrain your avatar with new images if the output doesn’t feel quite right. The team is also working on future features like fit prediction, so you’ll not only know how an item looks, but how it might feel when worn.
At its core, Doji is more than a gimmick. It’s trying to create an AI fashion try-on app that actually understands people—not just how they look, but how they want to feel. Dargan said that what sets them apart is a rare blend of technical depth and emotional nuance.
“Most apps miss the mark because they either lack the tech skills or the design taste to make people feel truly good in their avatars,” he explained. “We’ve invested heavily in the core AI so that how you see yourself is not only realistic but inspiring.”
