MuseSelect bets big on creator owned fashion as US social commerce hit $100 billion during 2026
MuseSelect, an AI powered creator commerce platform operated by Musetech, has launched its US Creator Fashion Market, featuring more than 5,000 autumn and winter looks from over 100 fashion brands. MuseSelect has also introduced Muse 1000, a programme designed to help 1,000 creators build fashion labels of their own.
The debut follows MuseSelect’s beta launch earlier this year and comes as US social commerce sales are projected to pass $100 billion this year, according to eMarketer, while creator revenue is expected to grow 16.2% to $20.6 billion. 58% of US adults have bought something because a creator endorsed it.
Affiliate marketing accounts for 8.2% of what US creators earn, compared with 59% from sponsored content, according to eMarketer. Under both arrangements, the brand typically retains the customer relationship and the margin.
“Creators have become one of the most powerful forces shaping what consumers discover and buy, while the infrastructure required to build a fashion business remains difficult to access,” says Ricky Xie, CEO, MuseSelect. “MuseSelect connects creators directly with products, manufacturers and commerce infrastructure, giving them a way to test ideas with their communities, build demand and ultimately create brands they can own. With Muse 1000, we want to help create a new generation of fashion companies built around creator taste, audience trust and ownership.”
About 10,000 creators have registered with MuseSelect over the past two months. In a US pilot, ten creator storefronts generated close to $300,000 over three months. One of the top creators has generated over $100,000 in sales. Muse 1000 will open in waves, with the first group selected by invitation. The company expects the programme to support the launch of 1,000 creator owned labels within three years.
“The next generation of commerce will be shaped by a much closer connection between product creation, audience demand and supply,” says Xie. “MuseSelect brings that entrepreneurial energy closer to manufacturers and commerce infrastructure, while giving suppliers a clearer signal about what consumers want. That combination can help creators build businesses of their own and give the industry a more responsive way to bring new products to market.”
2026 RTIH Innovation Awards
Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
