Privacy Policy

1. What we collect

• Account data: your email address, a securely hashed password, and account settings such as whether email multi factor authentication is enabled.
• Age data: either your date of birth or your confirmation that you are 18 or over. Where you give a date of birth we also use it to send you a birthday treat.
• Wardrobe and preference data: the clothing items you catalogue, your style preferences and sizes, saved outfits, events, trips and packing lists.
• Photographs: images you upload of your clothing and of yourself, used to generate styling suggestions and visualisation previews.
• Usage data: actions you take in the Service, styling and credit usage, how long you spend on a feature, and basic technical data such as device type and app version.
• Approximate location: a coarse, city and country level location derived from the internet (IP) address your device connects from. We do not collect precise GPS or device location.
• The county you give us at sign up, used only to match you with local retailers.
• Shopping activity: which retailer items we showed you and which you chose to open, so we can measure whether a suggestion was useful and account for any commission.
• Payment metadata: confirmation and a transaction reference from your payment provider, and your subscription status. We do not receive or store your full card number.
• Notification token: if you allow push notifications, the identifier your device gives us so we can send them.
• Your choices: your advertising consent decision and any opt out you set, so we can honour it.

2. How we use it and our legal bases

We use your data to provide and operate the Service (performance of our contract with you), to generate styling and visualisation results you request (performance of contract), to keep the Service secure and prevent abuse (our legitimate interests), to process payments and meet accounting obligations (contract and legal obligation), and to send you service related email such as verification and security messages (contract and legitimate interests).

We check that you are 18 or over before opening an account, and keep a record of that check, because the Service is not offered to children (legal obligation and our legitimate interests in operating an adults only service).

We resolve an approximate, city and country level location from your IP address to help keep your account and the Service secure: to detect unusual sign-in activity, prevent fraud and abuse, and support you if you report a problem. We rely on our legitimate interests in protecting you and the Service for this, and it is not used for advertising or to track you across other sites.

We measure which features you use and how long you spend on them so we can see what works and fix what does not (legitimate interests). This is aggregate product measurement, not profiling for advertising.

We do not use your wardrobe photographs to train third party AI models, and we do not sell your personal data.

3. Photographs and faces

Photographs of your clothing are uploaded and stored so your wardrobe works, and are sent to our AI providers only as needed to produce a result you asked for.

Photographs of yourself are treated more carefully. When you add one for style preferences, face detection runs on your own device, inside the App, using a model we serve from our own domain. The faces it finds are blurred into the image before anything is uploaded, and you can mark any face the detector missed. The unblurred image does not leave your device, and no face image, crop or measurement is sent to a third party for detection.

On an older device the detector may not be able to run at all. That changes nothing about where your photograph goes: you mark the faces yourself, the blur is applied on your device exactly as before, and the unblurred image still never leaves it.

We do not build or store a face template, we do not use facial recognition to identify anyone, and we do not use faces to match you to other people. The blur exists so the rest of the photograph, which is what tells us about your colouring, shape and style, can be used without your face travelling with it.

4. How the Service learns from everyone

DressForThis gets better as it is used. From the corrections and choices people make we build general patterns, for example which colour families tend to suit a particular profile, which item descriptions are usually right, and how a given garment size tends to fit. Those patterns are statistical and are held at the level of a group of similar profiles, not against you as a named person.

What this means in practice: your wardrobe, your photographs and your styling history are never shown to another member, and nothing derived from them is presented in a way that identifies you or could be traced back to you. We rely on our legitimate interests in improving the Service for this, and we have assessed the privacy impact of it.

You can opt out of contributing to this at any time in your profile settings. Opting out does not reduce what the Service does for you, and it does not remove the general patterns already built, because those cannot be attributed to any one member.

5. Where your data is stored

Your data is hosted on Amazon Web Services. Your photographs are stored in private storage that is not publicly listable, and access is controlled and time limited. Our servers and primary storage are located in the United Kingdom or European Economic Area where possible. Some processors listed below may process limited data outside the UK or EEA under appropriate safeguards such as Standard Contractual Clauses or a UK adequacy decision.

6. Service providers (processors)

We share the minimum data necessary with the following providers, who act on our instructions:

• Amazon Web Services: cloud hosting, databases, and private image storage (Amazon S3).
• OpenAI: AI styling, outfit generation and image work. Receives the wardrobe and preference data needed to produce a result.
• Google (Gemini): AI styling, image related processing and content safety checks. Receives the data needed to produce a result.
• Anthropic (Claude): AI styling and text generation. Receives the wardrobe and preference data needed to produce a result.
• Sentry: error and crash reporting, hosted in the European Union (Frankfurt). Receives technical details of a fault, such as the screen, app version and device type, but not your name, email address, photographs or wardrobe contents.
• Resend and Amazon SES: sending transactional email such as verification, password reset, and security notices.
• Stripe: processing card and other payments made through the web app, and any physical goods on all platforms.
• Apple: processing in app digital purchases made through the iOS App Store version of the App, and delivering push notifications to iOS devices.
• Google Play: processing in app digital purchases made through the Android version of the App.
• RevenueCat: managing app store subscription status so we know which plan your account is on.
• Google AdMob: serving advertising in the App on the free plan.
• Awin and Rakuten Advertising: affiliate networks that supply retailer product information and record whether a purchase followed a link you opened.

None of our AI providers is permitted to use your data to train their own models.

We use Cloudflare Web Analytics and our own self hosted Matomo on our marketing website, and Matomo in the App. Both are cookieless, set nothing on your device, record only a shortened version of your IP address, and do not track you across sites or apps. In the App, Matomo records which screens are opened, product actions such as starting a styling request, the app version and device platform, and how long the App takes to start. It never receives your name, email address, photographs, wardrobe contents or anything you type. Matomo runs on infrastructure we control, so the measurement data is not shared with an analytics company.

7. Advertising and cookies

The free plan is funded in part by advertising. Paid members are not shown advertising. Where advertising appears, some of it is supplied by third party advertising partners rather than by us directly.

When we use a third party advertising partner, that partner may set or read cookies or similar identifiers on your device to select adverts and to measure whether one was seen or acted on, and may combine that information with data they already hold. This is separate from how we run the Service: we do not use your wardrobe, your photographs, or your styling activity to target advertising, and we do not sell your personal data.

Where the law requires your consent for advertising or non essential cookies, we ask for it before those cookies are set, and you can change or withdraw your choice at any time through the privacy options in the App or in your device settings. If you do not consent, you can still use the free plan and any advertising shown will be limited to non personalised advertising. On iOS, Apple also asks separately whether you allow tracking across apps and websites, and we respect that answer.

You can also manage advertising cookies through your browser settings and, for participating providers, through industry controls such as the ones at youronlinechoices.eu.

8. How long we keep it

We keep your personal data for as long as your account is active. If you close your account we delete or anonymise your wardrobe data and photographs, usually within 30 days, except where we must keep limited records (for example transaction records for tax and accounting) for as long as the law requires.

9. Your rights

Under UK and EU data protection law you have the right to access your data, to correct it, to have it deleted, to restrict or object to certain processing, and to data portability. You can exercise most of these rights from within the Service, including correcting your profile and deleting your account, or by emailing info@dressforthis.com. We will respond within one month.

You also have the right to complain to the UK Information Commissioner's Office (ICO) at ico.org.uk, or to your local supervisory authority.

10. Security

We protect your account with hashed passwords and optional email based multi factor authentication. Photographs are held in private storage and served over time limited, signed links rather than public addresses. Traffic is encrypted in transit. No system is perfectly secure, but we take reasonable technical and organisational measures to protect your data.

11. Age of users

The Service is for adults. You must be 18 or over to use it, and we do not knowingly collect data from anyone under 18. We ask for a date of birth or an age confirmation at sign up and refuse an account where the date given is under 18.

If you believe someone under 18 has provided us data, contact info@dressforthis.com and we will close the account and delete the data held on it.

12. Changes and contact

We may update this Privacy Policy from time to time. If we make a material change we will notify you through the Service or by email. For any privacy question or request, contact info@dressforthis.com or write to DRESSFORTHIS LTD, 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ.