After getting a dual degree in urban planning and economics at MIT and Wellesley, Zeng pursued banking at Citi for two years. Zeng grew up in China but came to the U.S. “We started Choosy as a way to deliver the latest clothing in this new era of commerce to the consumer who wants to shop as she sees trends in real time,” Zeng told Yahoo Finance.

Forerunner Ventures, Innovation Global Factor and XFactor Ventures are among the other investors in this seed round.Ī former investment banker at Citigroup, Zeng recruited her former coworkers Sharon Qian and Mo Zhou to be Choosy’s chief technology officer and chief strategy officer, respectively, and help build the company. The site goes live on July 24.Ĭhoosy announced Tuesday morning a $5.4 million round of funding led by New Enterprise Associates (NEA). Most of the items are not unique in the marketplace, and they are not copying anything from smaller, independent designers. All items are priced under $100 (free shipping included) and available in sizes 0-20. Users then pre-order any of the items and Choosy will design and manufacture the items in-house within 48 hours, and get them delivered in as little as two weeks. Here’s how it works - each week, a team of “style scouts” will identify the top 10 fashion trends (with the help of social media). Think of it as ultra-fast fashion on-demand. Jessie Zeng, 25, is hoping to make the latest female fashion trends accessible and affordable with her new startup Choosy. Yes, print and digital magazines constantly push features like “shop this look,” “fashion finder,” or “ look for less.” But, rarely do the so-called replicas bear any resemblance to the original design, and you can’t really trust the quality of the items on the sites you’re redirected to. But they’re all unattainable to regular people like me. We obsess over the couture gowns and custom jeans that Hollywood darlings and runway models flaunt on the red carpet.

A model dons a Choosy dress, inspired by Rihanna’s Christopher Kane gown

Choosy returns