For creators, the outfit of the day is a crucial choice, so ShopMy is introducing personal shopping

ShopMy is offering a new solution for fashion influencers who obsess over their outfits. The influencer marketing and ecommerce firm has announced Noir, a platform that pairs prestigious creators with personal stylists who can help them choose their next looks.

Noir arrives at a time when many tech companies are implementing AI-powered solutions that advise users on big choices. In an increasingly automated world, ShopMy is moving in the opposite direction. While Noir does employ AI to help synthesize relevant user data from the ShopMy platform, the resulting recommendations are made by humans. Essentially, creators get to take advantage of assistance from personal shoppers, though ShopMy refers to Noir’s associates as “curators.”

By playing the matchmaker between influencers and brands, ShopMy has positioned itself at the center of the creator economy. That status helped the firm secure multiple funding rounds last year, and the middleman strategy applies to Noir as well. To assemble its team of curators, ShopMy looked within its own network.

“We’ve observed that many of our creators come from stylist or editor backgrounds; they have made a living monetizing their taste,” ShopMy President and Co-Founder Tiffany Lopinsky told Net Influencer

. “Others are personal stylists who’ve been using ShopMy in a non-traditional way to curate shelves for their clients to purchase directly from. This enables all of these curators to do more of what they love, built on a powerful skill set that’s high in demand.”

The demand Lopinsky speaks of is visible across the social web. “Outfit of the Day” posts often go viral on platforms like TikTok, especially during sorority rush season and other key dates on the fashion calendar. Well-stocked wardrobes have become so powerful that many influencers plan their outfits months in advance before attending events like Coachella.

The style-conscious tastemakers who team up with Noir’s curators will give themselves a leg up within the fashionable world of social feeds. Right now, Noir is available for the highest-spending members of ShopMy’s community, who are part of the platform’s black and gold tiers. Eventually, the service will expand to a greater number of creators.