Former Selfridges sustainability boss to launch new fashion-swap app with ex-COO of My Wardrobe HQ
Clique, a new social style network that transforms wardrobes into shared experiences and redefines fashion through a connected, circular economy, is being launched by Ella Hopton, former Head of Sustainability & Innovation at Selfridges, and Charlotte Fairbairn, ex-COO of My Wardrobe HQ.
With the average person owning over 100 items of clothing - most worn only a handful of times - billions in idle, high-quality fashion sit behind wardrobe doors every day.
Championing sustainability, affordability, and social connection, Hopton has set out to reshape not just how we dress, but how we define ownership - "transforming fashion from a product you own, into a community you access".
The platform aims to reimagine consumer relationships with fashion by digitising the age-old tradition of borrowing from friends, and supercharging it with technology, trust, and community.
By connecting users through first- and second-degree relationships, Clique will enable high-trust sharing, unlocking thousands of new outfit options through your existing network.
Whether it’s a standout piece for special occasion or casual daywear, it will offer members access to affordable, flexible wardrobe rotation without the pressure of constant new purchases.
"We’re building an experience that is as fun and addictive as buying new with the aim of turning personal consumption into hyper-trading. This isn’t about the plain white T-shirt, this is for the high-quality pieces that we don’t wear all the time," said Hopton.
As part of this, the platform will offer access to a constantly evolving wardrobe - with social-first sharing, affordable and flexible subscription-style options, personalised profiles, AI-powered recommendations, and discovery tools.
Users can also earn perks, build their reputation, and level up their experience, promising access to a truly dynamic and connected fashion community.
Currently focused on womenswear and bags, Clique is invite-only at launch, with plans for rapid category and market expansion.
