SMART Fashion Council

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2026-09-14T17:57:00.000Z

Daydream, the AI-powered fashion discovery app, launched two new features built on Apple's iOS 27 developer tools, released today: turning saved outfit photos into shoppable results, and searching Daydream through Siri without opening the app. The first feature uses Apple's image-context capabilities, letting users shop directly from images already saved in their Photos app. Daydream analyzes the outfit, identifies individual pieces, and surfaces shoppable matches and similar styles from its roughly 3 million-product catalog — meaning a screenshot of an outfit from Instagram or Pinterest becomes a genuine shopping starting point. If the exact item is still available, Daydream matches it back to the retailer selling it; if not, it surfaces similar options. It can also handle variation requests directly.

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Founder and CEO Julie Bornstein: "I like this sweater but want it in red" is the kind of request Daydream can understand. On the competitive field — Google, Amazon, and smaller players like Onton and Alta all building AI shopping tools — Bornstein draws a sharp distinction: "Most visual search tools don't have the fashion category expertise, so they return results that don't feel accurate, from brands that aren't credible, or they link you to non-shoppable images. " [KKK](https://techcrunch.com/2026/09/14/fashion-discovery-app-daydream-uses-apple-intelligence-to-help-you-shop-the-outfits-saved-in-your-camera-roll/) The second feature: Siri-powered natural-language search, no app required. A user could say "Hey Siri, search Daydream for a cool blazer for my board meeting on Monday," and get personalized results, further tailored if a user has set up Daydream's "Style Passport" — sizes, preferred brands, personal style, budget. JIMMY CHOO GUCCI

Bornstein frames both features as one step toward a larger goal: "This is one step toward the bigger vision, [which is] a shopping agent that understands someone's style well enough to work across every surface in their life, not just on one surface. Expect us to keep going deeper into on-device intelligence and further into the everyday moments where people are already discovering things they want. " This closes the loop directly on Daydream's own "Powered by Daydream" launch we covered previously — moving from embedded website search into on-device, camera-roll and voice-assistant shopping. The app now counts more than 1. 5 million shoppers across 325-plus retailers and 10,000-plus brands, including Anthropologie, Dolce & Gabbana, Uniqlo, J. Crew, Reformation, Gucci, and Nordstrom.

Join us at Smart Fashion Day during New York Fashion Week: bringing together fashion, luxury, and retail leaders, investors, and selected AI/ML fashion tech startups for a live pitch competition and curated networking evening. Register: https://luma. com/SmartFashionDay_NewYork Also join us: https://www. linkedin. com/events/7501368892599123968/