Cher’s Clueless closet is finally here — and it’s even better! Although not yet released, the CAPSULE app has already sparked excitement among Gen Z for the possibilities of what a digital wardrobe can bring. Set to launch in October, the CAPSULE app transfers your IRL closet right to your phone — yup, digitally. The creators of the app went viral in a TikTok video over the summer, but if you’re not familiar with the video, here’s the low-down: Four young women at Via University of Denmark “awkwardly got paired up for an assignment,” and out came CAPSULE — a business idea aimed at helping women digitally organize their wardrobes in an effort to reduce clothing consumption and inspire more sustainable choices.
Her Campus chatted with two of the founders of the CAPSULE app — head of marketing, Louise Linde and head of design, Nadia Wabra — about their hopes for the app and the exciting future of digital wardrobes.
How did the idea start?
Have you ever started to get ready for an event, looked at your wardrobe of endless versions of shirts, jeans, dresses, and shoes, only to sigh and exasperatedly tell yourself, “I’m not going, I have nothing to wear!”? Yeah, I’ve been there too. And while it may seem like a minor problem to some, the issue goes beyond an in-the-moment outfit catastrophe — and that is at the core of what inspired these four college students to start CAPSULE. “When you look at the bigger picture, the fashion industry is linked to the environmental crisis and is rooted in a lot of other problems. If you can’t take it seriously in the small matter, how are you going to take it seriously in the big picture?” Wabra says.
Wanting to take their vision beyond the classroom, the founders set forth to launch their app IRL — but it was definitely a struggle at first. According to Linde and Wabra, because of the notion that wardrobe issues are a “silly female problem,” it was initially challenging to obtain partnerships and funding for their app. Not letting themselves get discouraged, this young team of girl bosses continued to pitch the idea of a digital wardrobe app, where they were determined to get people to see the textile waste issue for what it is (the fashion industry is responsible for 10% of global carbon emissions alone — yeah, yikes). “We wanted to give people a place, a platform, and a community where wardrobe issues are taken seriously for both the environment and women,” says Wabra.
The four college students went online and on TikTok to share their idea, and after going viral, the CAPSULE app quickly received over 20,000 new followers on TikTok and 4,000 new sign-ups on their website. Once that happened, it was clear to the founders that this truly marked the beginning of a Gen Z digital fashion revolution. With the proper funding and support from their followers, Linde, Wabra, and their business partners knew that CAPSULE could now come to fruition.
How does the CAPSULE app work?
Once released, CAPSULE will allow you to upload pictures to the app seamlessly and easily. Linde notes that “you can either take a picture of your clothing and we remove the background for you, or our database can find what you’re looking for and will upload that.” From there, you can discover new outfit combinations, check out your friends’ digital closets for inspiration, and create customized mood boards for later use — say goodbye to outfit crises and regrettable purchases!
But don’t worry, the goal here isn’t to shame anyone for their past shopping habits (yes, I’m talking about those impulse SHEIN purchases). In fact, Wabra says it’s the exact opposite. “When we created CAPSULE, we knew we didn’t want to shame anyone for buying fast fashion,” she tells Her Campus. “We wanted to give [people] a tool where they’ll buy things they actually love, and create a solution where it creates value for the consumer, not make them feel bad.”
According to Linde and Wabra, this Gen Z fashion revolution that the CAPSULE app is kickstarting is well overdue. In an age where everything is becoming digitalized — from online shopping to banking to everything in between — Linde and Wabra believe that the traditional wardrobe just isn’t going to cut it if your goal is to consume mindfully. “How we view our wardrobes hasn’t changed since the late 1800s,” Wabra says.“It’s going to be a whole movement, especially with sustainability and consumer consciousness in mind.”
How can you get involved?
If you’re as excited as I am about this new and *free* digital wardrobe app, sign up for CAPSULE’s newsletter to stay updated on all things related to the launch (while the founders are planning on the app to launch sometime in October, the exact date is TBD). Ahead of the launch, you can even go in and upload your wardrobe with this guide. CAPSULE is also active on social media, where they connect with users all over the world about all things fashion and sustainability. If you’re ready to start incorporating sustainable practices into your wardrobe, the CAPSULE app is the perfect tool for you. Join the revolution today!