Brooklyn Decker

Meet Brooklyn Decker, actress, supermodel, co-founder and Chief Design Officer of Finery.com, a tech startup invented to help women manage their wardrobes online.

Photo by Danielle Kosann for The New Potato

Photo by Danielle Kosann for The New Potato

You might know Brooklyn as Mallory on Netflix Original 'Grace and Frankie' or as a Sports Illustrated Swimsuit model, but Brooklyn is making waves in the tech industry with the recent launch of Finery.com.

Brooklyn's background in entertainment played a large role in leading her to start Finery with Whitney. Constantly on the go, attending events, travelling between New York, California, and Texas, Brooklyn spends far too much time getting ready. As Finery's ideal user - being a woman with a large wardrobe sourced more than 80% from online retailers, Brooklyn had her hands on every small detail and feature, making sure that Finery was easy to use and as functional as possible.

Finery.com Screenshot  

Finery.com Screenshot  

Brooklyn played a huge role in helping to design Finery's interface, using her experience as a seasoned online shopper to advise developers on how consumers should be interacting with the software. Brooklyn wanted Finery to be a seamless experience that makes women's lives easier, rather than being a new piece of technology they have to learn how to use. At first glance, Finery can almost appear to be an e-commerce website, sparking a sense of familiarity among women who are no strangers to online shopping. 

Photo by Kelly Sullivan for Refinery29 

Photo by Kelly Sullivan for Refinery29 

When drumming up ideas on how best to make use of social media, Finery collaborated with selected influencers while the website was still in beta. They reached out to influencers and asked them to use the free service and give feedback. The information they received was invaluable and Finery was able to perfect its software and find out how real people were interacting with it and what they needed. They later launched "Influencer Wardrobes" giving users the voyeuristic opportunity to peruse and shop the wardrobes of their favourite influencers including none other than Brooklyn Decker herself. 

Planning an outfit on Finery

Planning an outfit on Finery

Finery is a one-stop-shop for everything wardrobe related. Brooklyn and Whitney wanted to improve upon the countless monotasking closet apps that existed and combine all the features women could want into one website. Unlike other websites that make you tirelessly upload each of your clothing items manually, Finery automatically scans and imports your online purchases to the website using receipts and purchase confirmations from your email inbox. From there, Finery allows you to mix and match any of the items in your wardrobe to plan outfits and then add them to a calendar for specific dates or events. The website also lets you know when items you want to buy go on sale, as well as reminds you to return items you don't wish to keep. 

Essentially, there isn't much Finery can't do, but after waiting 22 years for Cher's closet from Clueless to exist in this realm, the wait is finally over (and it's free). 

VISIT FINERY.COM FOR MORE INFORMATION 

FOLLOW BROOKLYN ON INSTAGRAM @BROOKLYNDECKER