Name: Elena Volkova
Company: Style DNA
Position: Founder
Website: https://www.styledna.ai
About Elena Volkova
I started Style DNA with a simple but ambitious vision: to transform the way people discover and shop for fashion by combining deep styling intelligence with technology. I saw that traditional retail and ecommerce treated everyone the same, offering endless choice but very little true personalisation. Customers were overwhelmed, unsure what suited them, and brands struggled to connect meaningfully with the right audience. I believed artificial intelligence could bridge that gap by understanding each individual and guiding them with confidence.
In the early days, one of the biggest challenges was building trust in a completely new category. We were introducing AI led personal styling at a time when both consumers and brands were still learning what that meant. We had to invest heavily in developing accurate body analysis, colour matching, and personal style modelling while ensuring the experience remained simple and intuitive. At the same time, we had to prove commercial value to retail partners by showing that intelligent personalisation could drive higher engagement, stronger loyalty, and measurable revenue.
Another challenge was scaling the technology while maintaining quality. Fashion is deeply personal and subjective, so the AI needed to continuously learn and improve from real user behaviour. We focused on combining data science with human styling expertise, ensuring the platform delivered recommendations that felt relevant, inspiring, and trustworthy. Building partnerships with global brands and integrating their product data in a meaningful way also required persistence, innovation, and a clear long term vision.
The impact on the industry has been significant. Style DNA helped pioneer a new model where discovery is driven by the individual rather than the product catalogue. We shifted the experience from passive browsing to intelligent guidance, helping users understand what truly suits them while enabling brands to connect with high intent customers. This has improved conversion, reduced returns, and created more meaningful relationships between consumers and retailers.
Today, Style DNA stands at the intersection of artificial intelligence, personal identity, and commerce. We have demonstrated that when technology understands the individual, it creates value for everyone. Our mission remains the same: to empower people with confidence in their style and help the industry move toward a more personalised, efficient, and human centred future.
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