What is the 7LuckyLooks Project?
7LuckyLooks is part of the Ellen MacArthur Foundation community, focusing on sustainable fashion through innovative technology. It’s an AI stylist platform designed for brands and consumers alike, blending in-store shopping with digital wardrobe management. Imagine matching items you spot in-store with what you already own, styling daily, and even reselling your looks—all from one app. It’s circular fashion made simple, aiming to reduce waste and emissions by changing how people buy, wear, and sell clothes.
Main Benefits and Key Figures
This project tackles some huge sustainability challenges in fashion, and the numbers speak for themselves:
- 70% overproduction rate in the fashion industry
- 10% of global emissions come from fashion
- 100 million tons of waste generated yearly
- Trying on clothes before buying reduces returns by 98%
- Selling a 5-piece look after use cuts 60 kg of CO2 and 2 kg of waste
- Potential collective impact by 2030: 135 million tons of CO2 saved
- Water savings of 3,375,000 m³
- Reduction of 6,750,000 tons of chemicals entering soil
- Waste reduction of 4,150,000 tons
How Circular Fashion Works Here
The platform empowers retailers with digital tools to fight overproduction. It reduces returns and unsold stock by matching local users’ body metrics and preferences with inventory. Plus, it boosts direct-to-consumer relationships by enabling pre-sales of new collections. The idea? Make fashion shopping smarter and more sustainable, so less ends up in landfills and more fits perfectly.
Seamless Integration into Everyday Life
7LuckyLooks fits effortlessly into your lifestyle. Your AI stylist curates looks tailored to your body and favorite shopping spots. You try on what you like, buy what fits—no waiting at checkout. Manage your daily styling and finally say goodbye to the “nothing to wear” and “no space for clothes” dilemmas. Every purchase adds to your digital wardrobe, making it easy to keep track and style your outfits for any occasion.
Reducing Waste and Emissions One Look at a Time
Half of the average wardrobe is rarely or never used. Returns? About 17% get disposed of. And 30% of apparel never even sells. 7LuckyLooks changes that by curating unique look combinations that are hard to find physically, encouraging buying complete looks that fit better, and enabling selling old looks instead of tossing them out. This approach cuts down waste and CO2 emissions significantly—making fashion guilt-free and planet-friendly.
Project Impact and Sustainable Development Goals (SDGs)
- SDG 12: Responsible Consumption and Production
- SDG 13: Climate Action
- SDG 9: Industry, Innovation, and Infrastructure
- SDG 11: Sustainable Cities and Communities
- SDG 15: Life on Land
Bridging Fashion and the Metaverse
7LuckyLooks isn’t just about physical clothes—it’s a bridge to Web 3.0. Every physical look purchased can be converted into a digital twin for use in virtual spaces like the Metaverse. Shoppers can customize their digital looks for avatars, making fashion sustainable both offline and online. Plus, climate-friendly actions are rewarded with Green Fashion Coins, encouraging users to keep making eco-conscious choices while staying stylish.
