Privacy Notice

Our Responsibilities

This Privacy Notice for dressed. (‘dressed.’, ‘we’, ‘us’, or ‘our’) describes how and why we collect, store, use and/or share (‘process’) your personal data when you use our services (‘Services’), such as when you:

• Visit our website at dressedapp.co
• Download and use the dressed. iOS application
• Express an interest in or take up one of our Services
• Engage with us in other related ways, including any communications or events

The data controller is M&G Collective Ltd trading as dressed. We are committed to maintaining the security and privacy of the personal data we process, whether through our website, our app, or through our interactions with users.

Contacting Us

Should you wish to contact us to find out more about how we process personal data and information, to exercise your rights, make a complaint, or discuss our practices, please email us at hello@dressedapp.co.

What Personal Data We Collect

Personal data or personal information means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).

We may collect, use, store and transfer the following kinds of personal data:

• Account data: email address, display name
• Clothing photos: images of clothing items you upload for AI cataloguing
• Wardrobe metadata: item categories, colours, seasons, style tags, and wear-count data generated by our AI
• Chat history: conversations with the AI stylist feature
• Style profile: your style preferences, body type information (if provided), and AI-generated style recommendations
• Technical data: device type, operating system, app version, and anonymous usage analytics

How We Collect Your Personal Data

We collect data from and about you using the following methods:

• Directly from you: when you create an account, upload photos, interact with the chat stylist, or contact us
• Automatically: technical data collected when you use our app or website, such as device information and anonymous usage analytics
• AI-generated: metadata about your clothing items and style profile created by our AI processing systems

How We Use Your Personal Data

We process your personal data for the following purposes and relying on the following lawful bases:

• To provide the Service (contractual necessity): cataloguing your wardrobe, generating outfit suggestions, operating the chat stylist, and maintaining your account
• To improve the Service (legitimate interest): understanding how users interact with dressed. to improve features and fix issues
• To communicate with you (legitimate interest): responding to enquiries, sending service updates, and providing support
• To comply with legal obligations: where we are required by law to process or retain your data

AI Processing

dressed. uses artificial intelligence to provide core features of the Service:

• Clothing analysis: when you upload a photo, our AI analyses the image to identify and categorise clothing items, detecting attributes such as colour, type, season appropriateness, and style tags
• Style suggestions: the AI stylist uses your wardrobe data, style profile, and chat history to generate personalised outfit recommendations
• Chat stylist: your conversations with the AI stylist are processed to provide contextual, personalised styling advice

AI processing is carried out by our sub-processor (see below). Your photos and data sent to AI services are processed via their API and are not used to train their models. We do not sell your data or use it for any purpose other than providing and improving the dressed. Service.

Sharing Your Personal Data

Although our systems and services are primarily located in the European Union and the United Kingdom, there may be occasions where your personal data will be processed outside the UK/EU.

dressed. ensures that appropriate measures are implemented to provide an adequate level of protection for your personal data if it is transferred outside the UK/EU. These measures include entering into Standard Contractual Clauses (SCCs).

Any third parties that process your personal data will only do so on our instructions and where they have agreed to treat the information confidentially and to keep it secure.

Sub-processors

We may also share your personal data with government and regulatory authorities where legally required or where we suspect unlawful conduct.

We may share your personal data with a third party who has purchased or merged with our organisation, in which case the personal data held by us will be transferred to that third party.

Security of Your Personal Data

At dressed. we take the security of your personal data very seriously. We assess security measures to ensure that your data remains protected, accurate, and available for its intended purposes. All data is encrypted in transit and at rest.

Automated Decision-Making and Profiling

dressed. uses AI to generate clothing metadata and outfit suggestions. These are provided as recommendations only and do not constitute automated decision-making that produces legal or similarly significant effects. You are always free to disregard any AI-generated suggestions.

How Long We Keep Your Personal Data

dressed. only processes personal data for as long as necessary to provide the Service and meet our legal obligations. When you delete your account, all personal data — including clothing photos, wardrobe metadata, chat history, and style profile — will be deleted within 30 days of account deletion.

Cookies

dressed. uses only essential cookies required for the operation of the Service. Specifically, we use a Supabase authentication session cookie to keep you logged in. We do not use any tracking cookies, analytics cookies, or third-party advertising cookies.

Age Requirements

dressed. is intended for users aged 16 and over. We do not knowingly collect personal data from anyone under the age of 16. If we become aware that we have collected personal data from someone under 16, we will take steps to delete that information promptly.

Your Rights

Under UK data protection law, you have a number of rights focused on placing you in control of how your personal data is processed. You have the right to:

• Access — request a copy of the personal data we hold about you
• Rectification — request correction of inaccurate or incomplete data
• Erasure — request deletion of your personal data
• Restriction — request that we restrict processing of your data
• Portability — request transfer of your data in a machine-readable format
• Objection — object to processing based on legitimate interests

To exercise any of these rights, please email us at hello@dressedapp.co. We may seek clarification about the scope of your request to ensure we can support you appropriately.

You also have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.

Changes to This Privacy Notice

We keep this notice under review and will reflect any updates or changes within. This notice was last updated on 8 March 2026.