A new fashion company, Aesthetic, has launched its AI-powered fashion concierge, Alma, which aims to be the "Shazam for clothes." The innovative platform uses artificial intelligence to help users identify and shop for clothing they discover on social media.

Here's how it works: users send a link to a fashion inspiration post on Instagram or TikTok to Aesthetic's account, and Alma responds with a link to view the look on the Aesthetic website, where they can shop the outfit or add it to a personalized collection board called Lookbook.

Aesthetic's CEO, LJ Northington, envisions a future where creators can monetize their style through the platform. He's already in talks with brands and record labels to create Aesthetic pages for artists, allowing fans to shop their trends.

The startup has received investments from Slow Capital and Zeal Capital Partners, with advisors including Victor Herrero, former CEO of Guess, and Kelly Helfman, president of Informa Markets Fashion. The proprietary fashion AI/ML platform is also backed by the Google Cloud AI startup program, which is helping to fund the development of the technology.

Northington plans to use the funding to drive the company towards profitability, leveraging Google's support to keep costs efficient. With Aesthetic, he's combining his passion for psychology, gained from studying at Harvard, with his experience in business development and strategy to build a consumer tech platform that understands human behavior and motivation.

The launch of Alma marks a significant milestone in the fashion tech space, demonstrating the potential of AI to revolutionize the way we discover and shop for fashion inspiration online.