Fashion technology company Zelig Technology closed a $15 million series A funding round in November to fuel development of its technology and platform features. The West Hollywood-based company offers artificial intelligence-powered “virtual try on” tools to online retailers and e-commerce companies, with the aim of reducing returns and increasing companies’ average order values. 

Zelig officially launched its platform to market in November after working on research and development since 2020. Prior to the series A round, which was led by financial services firm Hilco Global, the company was funded privately by co-founders Adam Freede and Sandy Sholl. Freede and Sholl, the latter of whom now serves as Zelig’s chief executive, previously founded Seal Beach-based luxury goods distributor MadaLuxe Group in 2010. Zelig said the new capital brings its valuation to $100 million.

Its platform allows users to see how clothing, footwear or accessories would look on their body type through a combination of AI, machine learning and computer vision. Sholl said in a statement that the company also offers data insights to brands on user activity and interests to enable personalized marketing.

“This first-of-its-kind solution gives consumers more confidence in their selections and the ability to make more qualified purchase decisions,” Sholl said.

Users can select from a series of models’ photos with “diverse” body types, skin tones and hair colors, and the company said it’s working to allow users to upload their own photos to virtually try items on. A Zelig spokesperson said the company has not disclosed brand partners yet.

“While many tech companies are building solutions for an industry they don’t know well, Zelig was founded by fashion experts with firsthand knowledge of how to solve the retail industry’s biggest challenges,” Hilco Global Chief Executive Jeffrey Hecktman said in a statement. “I’m thrilled to be bringing one of the most promising retail technology solutions I’ve seen to market.”