Privacy Policy

Welcome to aetlier.

At aetlier, we believe great personal style begins with trust. This Privacy Policy explains what personal data we collect, why we collect it, how we use it, who we share it with, and the choices you have.

Whether you're discovering your colour season, organising your wardrobe, chatting with your AI stylist, or trying on outfits virtually, we want you to understand exactly how your information is handled.

1. Who We Are

aetlier is a personal style intelligence platform operated by:

Gloria Masala
Sole Proprietor (Einzelunternehmen)
Canton of Zürich, Switzerland
Email: hello@aetlier.app

For the purposes of the Swiss Federal Act on Data Protection (nFADP) and, where applicable, the EU General Data Protection Regulation (GDPR), we are the controller responsible for processing your personal data.

Should our legal entity change (for example following incorporation), this Privacy Policy will be updated accordingly.

2. Who Can Use aetlier

aetlier is intended for adults. It is not directed toward children, and we do not knowingly collect personal information from anyone below the applicable minimum age. If we become aware that personal data belonging to a child has been collected, we will delete it promptly.

3. The Information We Collect

Depending on how you use aetlier, we may collect the following categories of information.

Account information. When you create an account, we collect: your name, email address, encrypted password (or Google sign-in), date of birth (optional), referral code, membership information, and subscription status.

Style profile. To personalise recommendations, we may collect: height, weight, clothing sizes, body shape, silhouette preferences, colour preferences, wardrobe goals, favourite aesthetics, style quiz answers, your generated style profile, personal manifesto, and colour season.

Wardrobe information. When you build your digital wardrobe, we collect: garment photographs, garment descriptions, colours, brands, materials, purchase information (where available), wardrobe history, outfit history, and wishlist items.

Photographs. You may choose to upload photographs. These may include: a selfie for colour analysis, photographs used for virtual try-on, and photographs of your clothing. These uploads are optional. You may still use many features of aetlier without providing photographs, although some AI-powered features will not be available.

Conversations. If you interact with Anna, our AI stylist, we collect: chat messages, styling preferences, saved exclusions, conversation summaries, and generated recommendations.

Calendar and planning information. If you plan outfits for events or trips, we store: event names, dates, and wardrobe planning information.

Purchase imports. If you choose to connect your Gmail account, we will scan purchase confirmation emails, identify clothing purchases, and extract relevant garment information. Emails are processed for this purpose only; we retain the extracted wardrobe information, not your emails. Connecting Gmail is entirely optional.

Payment information. If you purchase a subscription, payments are processed securely by Stripe. We never receive or store your complete payment card details. Instead, we receive information such as subscription status, Stripe customer ID, billing status, and payment confirmations.

Technical information. We automatically collect certain technical information including: device information, browser type, operating system, IP address, log files, crash reports, and session identifiers. Where you consent, we also collect analytics information about how you use aetlier.

4. Why We Use Your Information

We use personal data to: create and manage your account, authenticate users, analyse your colour season, generate outfit recommendations, provide virtual try-on experiences, organise your wardrobe, answer questions through our AI stylist, improve recommendation quality, process subscriptions, prevent fraud, diagnose technical issues, improve the product, and comply with legal obligations.

5. Our Legal Bases for Processing

Depending on the activity, we rely on one or more of the following legal bases.

*Why explicit consent? We treat photographs submitted for AI colour analysis and virtual try-on as particularly sensitive because they depict identifiable individuals and are processed using AI services. While there are legal arguments that these images may not constitute biometric data under GDPR Article 9 if they are not used for uniquely identifying a person, we have chosen to rely on explicit consent for these features to provide users with greater transparency and control.

6. AI Features

aetlier uses artificial intelligence to provide personalised styling services. These features are designed to assist you with wardrobe decisions and are intended to support — not replace — your own judgment.

Our AI features include: colour season analysis, style identity generation, outfit recommendations, wardrobe categorisation, virtual try-on, conversations with our AI stylist Anna, and editorial styling content.

Depending on the feature, your information may be processed by trusted third-party AI providers acting on our behalf.

We do not use AI to make decisions that produce legal effects or similarly significant effects on you. All recommendations are informational and stylistic in nature.

Where required by law, or where we consider it appropriate due to the nature of the processing, we ask for your explicit consent before analysing photographs of you.

7. Sharing Your Information

We do not sell your personal data. We share your information only where necessary to operate aetlier or where required by law. Our service providers process personal data only under contractual obligations requiring them to protect your information and to use it solely for the services they provide to us.

Infrastructure — Supabase. Supabase provides authentication, database hosting, secure file storage, and backend infrastructure. Supabase processes most of the information stored in your aetlier account, including your profile, wardrobe, photographs and chats.

Artificial Intelligence — Google Gemini. We use Google's Gemini models through the Lovable AI Gateway to provide AI-powered features including colour analysis, garment recognition, style recommendations, and AI stylist conversations. Depending on the feature, photographs, wardrobe information, quiz responses and chat messages may be processed to generate personalised results.

Artificial Intelligence — FASHN.ai. When you use Virtual Try-On, photographs that you choose to upload are securely transmitted to FASHN.ai to generate rendered outfit images. These photographs are processed solely to create your requested try-on results.

Payments — Stripe. Payments are securely processed by Stripe. Stripe receives the information necessary to process your subscription, including your name, email address and payment details. aetlier never stores your complete payment card number.

Gmail Import. If you choose to connect your Google account, Google authorises aetlier to read only the purchase confirmation emails necessary to identify clothing purchases. We extract relevant wardrobe information from those emails. We do not retain the email content itself. You may disconnect your Google account at any time.

aetlier's use and transfer of information received from Google APIs adheres to the Google API Services User Data Policy, including the Limited Use requirements. We access Gmail messages solely to identify fashion purchase confirmations you ask us to import. We do not use Gmail data for advertising, do not sell it, do not allow humans to read it except with your explicit consent for support purposes, for security purposes, or where required by law, and do not transfer it except as necessary to provide the import feature you requested.

Analytics — PostHog. With your consent, we use PostHog to understand how people use aetlier. This may include: pages visited, features used, navigation paths, clicks, session recordings, and device information. Session recordings are used exclusively to improve usability, diagnose problems and enhance the product. We apply measures intended to exclude sensitive fields, such as passwords and payment details, from recordings.

Error Monitoring — Sentry. Sentry helps us identify software errors. Crash reports may include technical information such as browser type, operating system, device information, application version, and diagnostic data. We aim to limit the personal information included in error reports.

Weather — OpenWeatherMap. If you choose to allow location access — or provide your city manually — we use OpenWeatherMap to retrieve local weather conditions so we can tailor outfit recommendations. We use only the information necessary to provide this feature.

Product Imports — Firecrawl. If you import clothing from retailer websites, Firecrawl retrieves information from the product pages you choose to share with us. Only the information necessary to identify the garment is processed.

8. International Transfers

Some of our service providers are located outside Switzerland or the European Economic Area (EEA). Where personal data is transferred internationally, we take appropriate measures to ensure it remains protected. Depending on the provider, these safeguards may include: Standard Contractual Clauses approved by the European Commission; the Swiss Federal Data Protection and Information Commissioner's recognised transfer mechanisms; adequacy decisions where applicable; or other legally recognised safeguards.

At the time of writing, personal data may be transferred to:

If international transfer mechanisms change, we will update this Privacy Policy accordingly.

9. Cookies and Similar Technologies

aetlier uses cookies and similar technologies to operate the service and, where you consent, to understand how it is used. These technologies help us: keep you signed in; remember your preferences; secure your account; process payments; measure product usage; and improve the user experience.

Some cookies are strictly necessary for the service to function and cannot be disabled. Other cookies, including analytics cookies, are used only with your consent where required by applicable law. You can change your cookie preferences at any time through our cookie settings.

10. Local Storage

In addition to cookies, aetlier uses browser local storage to remember information such as: onboarding progress; invite verification; interface preferences; and temporary drafts before account creation. Local storage helps improve your experience and may remain on your device until removed by you or your browser.

11. Data Retention

We retain personal information only for as long as necessary to provide our services, comply with legal obligations and protect our legitimate interests. Unless a longer retention period is required by law:

Backups may continue to contain deleted information for a limited period before being automatically overwritten.

12. Security

Protecting your information is a fundamental part of aetlier. We use technical and organisational measures designed to safeguard personal data, including: encrypted communications; access controls based on least privilege; authentication safeguards; database row-level security; monitoring of administrative access; secure backups; and ongoing security improvements.

While no online service can guarantee absolute security, we continuously work to reduce risk and protect your information.

13. Your Rights

Depending on your location, you may have the right to: access your personal data; request correction of inaccurate information; request deletion of your information; restrict certain processing; object to processing based on legitimate interests; withdraw consent at any time for processing based on consent; receive a copy of your personal data where applicable; and lodge a complaint with a supervisory authority.

To exercise any of these rights, please contact us at hello@aetlier.app. To protect your account, we may ask you to submit your request from the email address registered to your account, or to otherwise verify your identity. We aim to respond to all requests within 30 days.

The competent supervisory authority in Switzerland is the Federal Data Protection and Information Commissioner (FDPIC), www.edoeb.admin.ch. If you are located in the EEA, you may also contact your local data protection authority.

14. Marketing Communications

If you join our waitlist, we will email you about aetlier's launch and availability — that is what the waitlist is for, and you can unsubscribe at any time. Should we introduce promotional communications such as newsletters or product announcements in the future, they will be sent only with your consent, and every message will include a simple way to unsubscribe.

15. Changes to this Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our services, legal obligations or business practices. Where changes are material, we will provide appropriate notice through the app or by email where appropriate. The latest version will always be available on our website.

16. Contact Us

If you have any questions about this Privacy Policy or how we process your personal data, you can contact us at:

Email: hello@aetlier.app
Controller: Gloria Masala, Sole Proprietor (until incorporation), Canton of Zürich, Switzerland

Our Privacy Commitment

We built aetlier to help you understand your personal style, not to exploit your personal data.

We believe that transparency, meaningful consent and user control are essential parts of a trusted AI product. As aetlier evolves, we will continue reviewing our privacy practices to ensure they remain aligned with both legal requirements and the trust our users place in us.