Today we’d like to introduce you to Nadia Zueva
Hi Nadia, we’d love for you to start by introducing yourself.
My name is Nadia Zueva, and originally, I am a deep learning engineer who recently started my own e-commerce app, Aesty: shop by your vibe & existing wardrobe.
For the past five years, I have been working in US and Singapore startups, developing and leading teams for AI models—ranging from scooter drive safety in LA to real-time accent enhancement for offshore call centers in India. My work has always been centered around using AI to improve human experiences, whether in mobility, communication, or now, fashion.
My journey began in deep learning and voice tech processing, where I explored how AI could enhance human interaction and personalization. Over time, I became fascinated by how technology can help people express themselves better, whether through voice, text, or visuals. That curiosity eventually led me to fashion, where I noticed a major gap—many people struggle to curate a wardrobe that truly reflects their style and often end up with pieces that don’t work together.
That’s why I co-founded Aesty with Andrei Rychkov—to create an AI-powered fashion assistant that helps users organize their wardrobe, discover their aesthetic, and shop for pieces that complement their existing collection. Unlike traditional e-commerce platforms that focus on trends and impulse buying, Aesty empowers users to build a cohesive personal style and make intentional fashion choices.
We started by experimenting with different AI-driven approaches to wardrobe organization and outfit recommendations. With strong validation from early users, we refined the concept, ensuring that Aesty not only simplifies fashion choices but also enhances self-expression. Now, as we launched, I truly believe that the future of fashion isn’t just about shopping—it’s about personalization, sustainability, and giving people the confidence to embrace their unique aesthetic.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
The road to building Aesty has been anything but smooth, but every challenge has shaped our vision and strengthened our resolve!
Coming from a background in deep learning and voice tech processing, I was used to solving technical challenges, but stepping into fashion tech and e-commerce came with its own set of unique struggles. One of the biggest hurdles was understanding how users think about their wardrobe—it’s not just about individual pieces; it’s about how they fit into a bigger style narrative. Creating an AI that could accurately recommend fashion items based on a user’s wardrobe, aesthetic preferences, and shopping behavior was a huge technical challenge that required countless iterations.
Beyond the tech, transitioning from AI research roles to leading a startup meant learning how to build a product from scratch, raise awareness, and attract early adopters. Balancing product development with marketing and fundraising was tough—especially in the early days when we were trying to validate the idea and secure resources.
Another challenge was the perception of AI in fashion—many people associate AI with recommendation engines like those on traditional e-commerce sites, but Aesty is fundamentally different. Instead of pushing trends, we’re helping users build a wardrobe they love and make better fashion decisions. Educating users on this new way of shopping required refining our messaging and user experience to ensure people immediately understood the value of Aesty.
Despite the struggles, the positive feedback from early users and our belief in the mission kept us going. Seeing people feel more confident in their style choices and shop more intentionally has been incredibly rewarding. While the journey hasn’t been easy, every challenge has brought us closer to creating something truly valuable.
Alright, so let’s switch gears a bit and talk business. What should we know?
At Aesty, we’re rethinking the way people shop for fashion by combining AI, wardrobe organization, and personal style discovery—bridging the gap between personalized shopping experiences for consumers and smarter retail strategies for brands.
What We Do
Aesty is an AI-powered fashion assistant that helps users shop by their vibe and existing wardrobe—ensuring that every new piece they buy actually fits their personal style and complements what they already own. Unlike traditional fashion marketplaces that push trends and impulse buys, Aesty curates recommendations based on your unique aesthetic, wardrobe, and fashion goals.
For fashion brands and retailers, Aesty enables smarter product discovery and more meaningful customer engagement. By integrating with Aesty, brands can connect with highly targeted shoppers who are actively looking for pieces that match their style, rather than relying on broad, untargeted advertising.
What Sets Us Apart?
For Consumers: Shop smarter, not just more – most e-commerce platforms are built to sell you more, while Aesty is designed to help you buy better. Our AI recommends items that really fit into your wardrobe, making it easier to build a cohesive, intentional style.
Aesthetic-Driven Shopping – Instead of browsing through endless options, users can filter by specific aesthetics (e.g., Clean, Edgy, Boho) to discover pieces that match their vibe instantly.
Wardrobe Organization and Shopping – Aesty isn’t just a store; it’s a personalized fashion hub where users can digitize their wardrobe, experiment with outfits, and find curated items that complement what they already own.
For Brands & Retailers (B2B Angle): Hyper-Personalized Product Discovery – Aesty helps brands connect with high-intent shoppers who are actively searching for items that match their wardrobe and aesthetic, reducing wasteful marketing spend.
Data-Driven Insights – Aesty provides real-time analytics on style trends, customer preferences, and wardrobe gaps, allowing brands to optimize inventory and marketing strategies.
Sustainable & Smart Shopping – By helping users build intentional wardrobes, Aesty supports brands that prioritize sustainable fashion and responsible consumerism, aligning with the future of conscious shopping.
What We’re Most Proud Of: We’re proud to be building a future where fashion is more personal, intentional, and sustainable. Many users struggle with impulse shopping and disconnected wardrobes—Aesty changes that by helping them shop with purpose. Seeing users feel more confident in their style choices and make purchases they truly love is what drives us.
At the same time, we’re partnering with brands to create a smarter way to sell fashion—where recommendations are tailored, waste is reduced, and shopping is genuinely satisfying for both consumers and retailers.
What We Want Readers to Know: If you’ve ever felt overwhelmed by online shopping, unsure of what suits your style, or frustrated by a closet full of clothes that don’t quite work together—Aesty is for you.
For fashion brands looking to connect with the right customers in a meaningful way, Aesty offers a smarter, AI-driven solution to bring personalized, aesthetic-based fashion discovery to your audience.
Do you any memories from childhood that you can share with us?
One of my favorite childhood memories is remaking my school uniform with my grandmother. We couldn’t afford an expensive one, so I had to wear the standard-issue uniform provided by the school. But because of my height and build, it didn’t fit me well at all.
My grandmother, with her Singer sewing machine from 1913, decided we wouldn’t just settle for what we had—we would transform it into something better. Together, we figured out how to reshape and redesign the uniform, making it more flattering while still following the school’s dress code! It was a special moment of creativity, problem-solving, and resourcefulness, all done with love 🙂
I wore that uniform for almost five years, until I finally outgrew it. Looking back, it wasn’t just about the uniform—it was about learning to make the best out of any situation, using creativity to turn limitations into opportunities. That mindset has stayed with me ever since!
Pricing:
- Aesty App subscription – $5.99/month
- Affiliate commission for brands – 15%
Contact Info:
- Website: https://aesty.ai
- Instagram: https://www.instagram.com/aestyapp/
- LinkedIn: https://www.linkedin.com/in/nadia-zueva/
- Twitter: https://x.com/nestymee
- Other: https://apps.apple.com/us/app/aesty-shop-by-style-wardrobe/id6502579395
Image Credits
photos by Yulya Gulyanina
