About It's called Fashion
Mission
Fashion shopping is a social activity, but in today's digital world, authenticity gets traded for sponsored content. So here is our mission : to turn online shopping into a social experience, one that is truly authentic. It's called fashion helps you bring your favorite people in the process, making every purchase meaningful, and discovery more exciting.
Vision
We aim at building the ideal all-in-one platform that accompanies fashion lovers throughout their entire shopping journey from product discovery to the moment they wear the outfit, and sell it.
What we do
and how it matches
our values.
Fashion shopping is not about buying things - it's about self-expression, inspiration and connection.
It's called Fashion is a platform that lets you create, share, explore and interact on your fashion ideas, wishlists, purchases with your community. Let's shop better, together !
Share your fashion finds
Show your friends what's on your radar.
Connection
We believe fashion should bring people closer together.
Shop smarter
Save time and make confident decisions with the support of your circle.
Simplicity
Shopping should be easy, fun, and stress free.
Get authentic recommendations
Get inspired by people whose style you trust.
Authenticity
Everyone has a unique style, and we're here to celebrate it.
Founder's note
I created It’s Called Fashion out of a personal frustration—and a desire to bring back the joy of shopping together.
A few years ago, I found myself scrolling endlessly through online stores, opening countless tabs, and feeling completely overwhelmed by choices. In real life, shopping with friends is fun, spontaneous, and full of laughter. Online, it felt isolated and exhausting. I even resorted to creating a Google Sheet with my colleagues just so we could share links and comments about our favorite finds. That’s when I realized: there had to be a better way.
It’s Called Fashion was born from this simple idea—to make shopping online feel as fun, collaborative, and authentic as shopping together in person. A space where you can share your wishlists, discover real recommendations from the people you trust, and connect over your love of style without the noise of paid ads or fake reviews.
Fashion shopping should be joyful, not overwhelming. It should be social, not solitary. That’s the experience I set out to create—not just for me, but for all of us.
Welcome to It’s Called Fashion. Let’s shop better, together.
— Marie, Founder
Careers
Let's revolutionize how we shop online with the power of community.
We use technology to shape the future of our relationship with fashion.