US startup Laws of Motion scores $5 million in seed funding for AI FitTech licensing for brands and retailers

Laws of Motion, a specialist in AI sizing technology for e-commerce brands and retailers, has raised $5 million 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 enable the company to expand beyond its direct-to-consumer business with the launch of an AI sizing technology licensing solution.

It will also support its 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 personalised 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, it has engineered sizes that celebrate all shapes within sizes 00-40. The brand produces womenswear using its proprietary AI sizing technology that virtually predicts body measurements with 99% accuracy. 

“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,” says 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, visualising opportunities for sizing optimisation.

“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,” says 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, it 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. It will also enable ongoing testing of additional features of its AI sizing technology.