Laws of Motion, the leader in AI sizing technology for eCommerce brands and retailers, announced today that it has raised $5M in seed funding from Corazon Capital, with participation from The Scout Program at Sequoia Capital, Leadout Capital, and serial entrepreneurs in the consumer tech and fashion industry, including Raine Group Senior Consumer Advisor Eva Jeanbart-Lorenzotti and John Howard, Co-Managing Partner of Irving Place Capital and a Board Member of Good American, Skims, and Frame.

This funding will empower the leader in AI-powered fashion to expand beyond its direct-to-consumer business with the launch of an AI sizing technology licensing solution. It will also support the company’s expansion into new markets, as well as the growth of its engineering, R&D, and licensing operations teams. 

Laws of Motion was founded in 2019 as a DTC fashion brand on a mission to make the fashion industry more size and shape inclusive, create a truly personalized shopping experience for customers, and reduce the environmental impact of fast fashion, size sampling and returns and exchanges. Using billions of data points on women’s bodies gathered over years, the company has engineered sizes that celebrate all shapes within sizes 00-40. The brand produces high-quality, highly-tailored womenswear using its proprietary AI sizing technology that virtually predicts body measurements with 99% accuracy. 

Laws of Motion’s technology delivers a better online shopping experience for customers and helps brands refine and extend their sizing to better fit their actual customers - both key factors in reducing return rates, which have been steadily rising and currently cost retailers over $1T each year. Within its own brand, Laws of Motion has achieved an impressive return rate of less than 1%. That’s why today, Laws of Motion is introducing a new SaaS offering that will allow other brands and retailers to use this technology to increase conversion and significantly reduce returns,  while reducing costs and waste. 

“Our AI sizing technology was built in an apparel brand, for apparel brands, and we’re excited to now offer our solution to other brands that want to give their customers a better experience and take a data-driven approach to refining and expanding their size offerings, based on real-time data about their actual customers,” said Carly Bigi, Founder and CEO at Laws of Motion. “We’ve seen interest from high growth startups to some of the largest brands in the world, and we're excited about the impact we will have on the industry and for customers around the world as we continue to scale.” 

Laws of Motion’s new SaaS offering will enable brands to implement its AI sizing technology into their websites and mobile apps and provide them with real-time access to dashboards measuring impact to KPIs like conversion rate, size sampling, and return rate, visualizing opportunities for sizing optimization. Laws of Motion is the first sizing technology to provide real-time transparency about the impact of its technology. 

“The apparel industry has lacked meaningful tech advances that have improved customers’ experiences and retailers’ businesses; the technologies that have tried to enter the market haven’t delivered quantitative results,” said Sam Yagan, Co-Founder and Managing Director at Corazon Capital. “We’ve long searched for a fit technology that actually worked and resulted in lower returns.  What Carly and her team have built works and their pay-for-performance model proves it.”

In addition to the launch of its new SaaS offering, Laws of Motion is continuing to invest in its DTC fashion brand as an R&D incubator. Earlier this year, Laws of Motion launched its “everything but the dress” bridal collection, and will continue to launch collections that are shape and size inclusive, while also exploring new categories. The brand will also enable ongoing testing of additional state-of-the-art features of its AI sizing technology.