YOOX wants to help you find your fashion soulmate

In a pre-digital world our sense of style said a lot about our values and who we are as people. In fact, the sharing of similar personal aethetic and taste actually helps form the backbone of most of our closest friendships.

Now, with an interconnected world, the things we wear and buy say more about us than we probably realise - which is why online retailer Yoox.com has launched a clever little series of AI-backed campaigns that hope to introduce you to a whole new friendship group that you never knew you wanted.

As part of its 20th anniversary celebration, the e-comm giant has rolled out a #sharethelove campaign  in order to bring its customers from across the world together, aiming to ignite new conversations.

Using custom-built AI technology, Yoox.com has introduced a 'twinning machine' that hopes to "identify and unite customers through their shopping preferences, dream-boxes and shared style affinities."

Customers can create profiles for themselves and once identified, they will be matched with 10 others, receiving their social media handles and inviting them to connect with Yoox’s digitally-minded fashion community.

The #sharethelove campaign also features an Instagram element, with the creation of a custom AI IG filter. The concept behind the challenge is “if you share the love, the love comes back” and for each person who uses the filter and hashtag, sending a message of love, YOOX donates a certain amount to World Vision, an international children’s charity that works tirelessly to transform the lives of the most vulnerable children.

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