DressCard ("we", "our", "us") is a product operated by DressCheck LTD. DressCard is an outfit-styling service you use over WhatsApp. This policy explains what we collect, why, and your choices. We are currently in a limited testing phase with a small group of users.
Who we are
The company responsible for your personal data (the data controller) is DressCheck LTD, the company behind the DressCard product and the website dresscard.ai. DressCheck LTD is registered in England and Wales (company number 17442806), registered office at 154 Leahurst Road, London SE13 5NL, United Kingdom. You can contact us at contact@dresscard.ai.
What we collect
The outfit photos you send us on WhatsApp.
Your WhatsApp display name and phone number, which come with any WhatsApp message.
The messages you exchange with us.
On this website: your language preference, stored locally in your browser (see our Cookie Policy). We may use privacy-friendly, anonymous analytics to count visits.
Why we use it
To analyse your outfit and send you your DressCard: a style score, a badge, a weather-aware note and one tip.
To improve DressCard during this testing phase.
We do not use your photos to build advertising profiles.
Our legal basis
We process your photos and messages on the basis of your consent, which you give by choosing to send us a photo on WhatsApp. You can withdraw that consent at any time by asking us to stop and to delete your data. We also rely on our legitimate interest in improving DressCard during this limited testing phase.
How your photo is analysed
To score your outfit we use third-party artificial-intelligence providers. These may include Google, OpenAI, Anthropic, xAI (Grok) and Meta (Llama), among other AI models, and the providers we use may change over time. Your photo is sent to the provider only to generate your DressCard. During this testing phase, part of the review is also done manually by our team.
We do not use the AI providers in a way that would let them train their own models on your data.
Improving and training DressCard
We use your photos and the information we derive from them to improve and develop DressCard, including training and refining our own styling models and prompts. For this we rely on the structured style information behind your DressCard (the garments, colours, setting and scores), not your face or your raw photo. We minimise and delete the raw photos as described below; any style data we keep to train DressCard beyond that period is de-identified, so it is no longer linked to you.
You can opt out of the use of your data to improve and train DressCard at any time by emailing contact@dresscard.ai, and you will still receive your DressCard as normal.
Observations we make from your photo
To give you a useful DressCard and to improve our styling over time, our system also makes some automated observations from the photo. These include an estimate of the apparent gender and the approximate age range of the person, the type of setting the photo was taken in (for example indoors, outdoors, or in a store), and a description of the clothing and accessories in the look.
These are automated estimates, not verified facts about you, and they can be wrong. We use them only to improve recommendations and to understand, in aggregate, who uses DressCard. We do not use them for advertising and we do not sell them.
Location
Where a location is used (for example to tailor the weather note), we handle it at city level only. We do not track your precise or real-time location.
Your outfit history
We may keep your past looks together with the observations above as an outfit history, so we can give you better, more personal recommendations over time. You can ask us to delete this at any time.
Automated styling
Your DressCard (score, badge, note and tip) is generated automatically by AI. It is style feedback only and has no legal or similarly significant effect on you. During this testing phase, a member of our team also reviews results by hand.
Who DressCard is for
DressCard is intended for adults aged 18 and over. We do not knowingly process photos of anyone under 18; if we become aware that we have, we delete them.
Sharing and selling
We never sell your data. We only share it with the providers needed to run DressCard (such as the AI provider above and our hosting provider), and only for that purpose.
International data transfers
Some of our providers (for example the AI providers listed above) are based outside the UK and EU, including in the United States. When your data is transferred outside the UK/EU, we rely on the safeguards required by data-protection law, such as the UK and EU Standard Contractual Clauses.
How long we keep it
We keep your photos, messages and the observations above only as long as needed for the test and to deliver and improve your DressCards, and we keep the minimum necessary. In any case, we delete them no later than 12 months after your last interaction with us, unless you ask us to delete them sooner. You can ask us to delete your data at any time by writing to contact@dresscard.ai.
Your rights
If you are in the UK or EU, you have the right to access, correct, delete, export (data portability) or object to the processing of your personal data, and to withdraw consent at any time. To exercise any of these, email contact@dresscard.ai.
You also have the right to lodge a complaint with a data-protection authority: in the UK, the Information Commissioner's Office (ICO); in the EU, your local authority (for example, the AEPD in Spain).
Security
We take reasonable measures to protect your information. No method of transmission over the internet is 100% secure, but we work to keep your data safe.
Changes
We may update this policy. The "last updated" date above shows the latest version.
Contact
Questions about your privacy? Email contact@dresscard.ai.