Daydream: The Fashion App Harnessing Apple Intelligence to Transform Your Camera Roll into a Personal Wardrobe
On Monday, Daydream, an AI-driven fashion discovery application, introduced two new features that enable iPhone users to convert saved outfit images into purchasable items and search for clothing and accessories via Siri, all without needing to access the app.
These features were developed using Apple’s latest iOS 27 developer tools, which were made available today. To utilize these functionalities, users will require an iPhone operating on iOS 27 with Siri AI activated, as well as the Daydream app installed, which is free to install on iOS devices.
The first feature leverages Apple’s image analysis technology, allowing users to shop directly from images stored in their Photos library. The Daydream app examines the outfit depicted in the photo, identifies the various components, and automatically displays shoppable alternatives and similar items from its extensive catalog of approximately 3 million products.
This means that a screenshot of an outfit from sources like Instagram or Pinterest can kickstart a shopping search. Daydream is capable of breaking down the image into relevant items, such as tops, bottoms, footwear, or accessories, and pairing them with corresponding products from its collection. If the item visible in the image is still available, the app can link it back to the original retailer; otherwise, it will present similar substitutes.
The app can also accommodate requests for variations. For example, a user might say, “I like this sweater but want it in red,” which Daydream can recognize, as explained by the company’s co-founder and CEO, Julie Bornstein.
The second feature introduces a Siri-enabled natural-language search function, allowing users to make voice or text requests through Siri without opening the Daydream app.
For instance, a user can say, “Hey, Siri, find a stylish blazer for my board meeting on Monday,” and Daydream will return personalized results.
Bornstein notes that users who have set up Daydream’s “Style Passport,” which collects information about their sizes, favorite brands, personal style, and budget, will receive a more tailored experience.
This development places Daydream among a growing array of AI shopping tools aiming to transform product discovery, competing with larger names like Google and Amazon, as well as smaller entities like Onton and Alta. However, Bornstein believes Daydream’s innovations provide unique advantages over many of these other solutions.
“Most visual search tools lack the expertise in fashion, resulting in irrelevant results from unreliable brands, or directing users to non-purchasable images,” she stated.
The launch complements Daydream’s broader strategy of AI-driven fashion shopping. The company envisions these features as stepping stones toward developing a comprehensive shopping assistant.
“This is a significant move towards our larger vision of creating a shopping assistant capable of understanding an individual’s style well enough to seamlessly function across various platforms in their daily life,” Bornstein commented. “We intend to dive deeper into device intelligence and enhance the day-to-day moments when users discover items they desire.”
Since its launch last year, Daydream claims to have attracted over 1.5 million shoppers exploring products from more than 325 retailers and 10,000 brands, including renowned names like Anthropologie, Dolce & Gabbana, Uniqlo, J.Crew, Reformation, Gucci, and Nordstrom.
