Phia: A New Era in Fashion Tech Led by Phoebe Gates and Sophia Kianni
In the rapidly evolving landscape of fashion technology, a new player has emerged that promises to revolutionize the way consumers shop online. Phia, a shopping app co-founded by Phoebe Gates, daughter of Microsoft co-founder Bill Gates, and her Stanford University roommate Sophia Kianni, aims to simplify the online shopping experience by allowing users to compare prices across a vast array of fashion items. Launched in April 2025, Phia has already garnered significant attention, amassing around 500,000 users in just a few months.
The Concept Behind Phia
Phia is often described as the “Google Flights for fashion,” a mobile app and browser extension designed to streamline the e-commerce experience. Users can search for fashion items and receive instant price comparisons from various retailers, making it easier to find the best deals. “As we think about what the future of fashion is going to be like, it’s all about making access easier to things that people haven’t had access to before,” Gates explained in an interview with TechCrunch.
The app’s launch comes at a time when artificial intelligence is increasingly being integrated into various sectors, including retail. Phia is part of a growing trend of startups leveraging AI to enhance user experience in online shopping, a market that has seen explosive growth in recent years.
Rapid Growth and Investment
Phia’s rapid ascent has not gone unnoticed by investors. In early September, the startup announced an impressive $8 million seed funding round, which was completed in just three and a half weeks. The round was led by Kleiner Perkins, a prominent venture capital firm, and included high-profile investors such as Kris Jenner and Hailey Bieber. This influx of capital is expected to help Phia expand its offerings and improve its technology.
Kianni noted that the app has recently rolled out an enhanced search feature that allows users to browse over 300 million fashion items. The goal is to create a seamless shopping experience where customers can easily track their previous purchases and discover new items tailored to their interests.
The Founders’ Journey
Gates and Kianni’s partnership began two years ago, and they quickly identified a gap in the market for a more user-friendly shopping experience. Their initial product was a desktop Chrome extension that helped users find second-hand alternatives while shopping online. However, user feedback indicated that most of their peers preferred shopping on mobile devices rather than desktops. “We decided to really adjust our focus,” Kianni said, emphasizing the need for a mobile-first approach.
The duo’s journey into entrepreneurship was not without its challenges. Their first funding came from a Stanford social entrepreneurship program, but as they gained traction, they realized that venture capital would be necessary for further growth. Interestingly, they were approached by Soma Capital, which reached out to Kianni on LinkedIn after hearing about their product. This connection proved pivotal, leading to introductions to other influential investors.
A Diverse Investor Base
Phia’s funding round is notable not just for the amount raised but also for the diversity of its investor base. Alongside Jenner and Bieber, the round included billionaire Michael Rubin, Spanx founder Sara Blakely, and former Facebook COO Sheryl Sandberg. Rubin, who has a background in e-commerce, expressed his enthusiasm for Phia, stating, “What excites me about Phia is how Phoebe and Sophia are bringing real innovation to the space by making shopping smarter.”
Marketing Strategies Tailored for Gen Z
Phia’s marketing strategy is distinctly aligned with the preferences of Gen Z consumers. Gates and Kianni have adopted a transparent, founder-led approach to engage their audience. They actively solicit feedback through social media and have even used platforms like ChatGPT to assist with marketing campaigns. Their podcast, “The Burnouts,” launched concurrently with the app, has attracted nearly half a million followers on Instagram and serves as a platform for sharing career advice, particularly aimed at young women.
The podcast has also helped funnel interest into Phia, amassing over 10 million views across various social media platforms. “We’ve taken a very digital-first approach to pretty much everything,” Kianni remarked, attributing their rapid growth to this strategy.
Future Aspirations
With the recent funding, Gates and Kianni plan to expand their team, which currently consists of just 12 people. They are actively hiring through social media, reflecting their commitment to a modern, digital-first approach. Looking ahead, Gates envisions a future where Phia could develop a personalized shopping assistant that syncs with users’ calendars to provide tailored shopping recommendations.
“There’s so much more that we still need to do, so much more we want to learn and grow,” Kianni added. Their ambition is not just to build a successful app but to create a platform that evolves alongside its users, fostering a community of informed shoppers.
Conclusion
Phia represents a significant step forward in the intersection of technology and fashion, driven by the innovative spirit of its young founders. As the app continues to grow and evolve, it stands to reshape the online shopping landscape, making it more accessible and user-friendly. With a strong foundation of investment and a clear vision for the future, Phia is poised to become a key player in the fashion tech industry, appealing to a generation that values both style and sustainability.
