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.
• Wardrobe and preference data: the clothing items you catalogue, your style preferences, saved outfits, events, and packing lists.
• Photographs: images you upload of your clothing and of yourself, used to generate styling suggestions and virtual try on previews.
• Usage data: actions you take in the Service, styling and credit usage, 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.
• Payment metadata: confirmation and a transaction reference from your payment provider. We do not receive or store your full card number.

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 try on 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 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. This is separate from the county you give us at sign-up, which is used only to match you with local retailers.

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

3. 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. 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.

4. 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 and outfit generation. Receives the wardrobe and preference data needed to produce a result.
• Google (Gemini): AI styling and image related processing. Receives the data needed to produce a result.
• 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.
• Google Play: processing in app digital purchases made through the Android version of the App.

We use Cloudflare Web Analytics on our marketing website. It is cookieless and does not track you across sites.

5. 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.

6. 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, 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.

7. Security

We protect your account with hashed passwords and optional email based multi factor authentication. Photographs are held in private storage, and traffic is encrypted in transit. No system is perfectly secure, but we take reasonable technical and organisational measures to protect your data.

8. Children

The Service is not intended for anyone under 18, and we do not knowingly collect data from anyone under 18. If you believe someone under 18 has provided us data, contact us and we will delete it.

9. 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.