Fashion retailer H&M has launched ‘Sorted,’ a new AI-powered personal stylist app for men.

The platform delivers personalised recommendations for users using AI technology.

Algorithms help create outfits based on the entire H&M Man collection, which are tailored to users’ shapes, styles, and budget.

Part of the profile set up involves sharing information about a user’s appearance, including hair colour, eye colour, clothing sizes, and more specific details like whether or not they have broad shoulders or long legs. Based on this information the platform can give stylist tips.

The app is one of many ways the brand is looking at reinventing itself, as shoppers shift to online.

Last month H&M said it was looking at revamping its 5000 worldwide stores and exploring how they could become part of its online supply chain.

The brand’s flagship store in Stockholm currently offers services such as dresses for hire and a beauty salon, which could also possibly be expanded to other stores across the globe.
The new app is currently only available on the App Store for iPhone.

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