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40 of Tomorrow: Jessie Zeng of Choosy

While most brands are looking to influence the influencer set or inspire fans on social media, Jessie Zeng’s Choosy has flipped the script and is building its looks right off of Instagram — with a little help from artificial intelligence. Zeng, who founded Choosy just over a year ago and leads the company as chief executive officer, is trying to skip past fast-fashion and other merchants with an ultra-targeted approach that caters to “women who specifically know the styles they want.” Choosy’s AI analyzes millions of Instagram comments every day and Zeng said it zeroes in on “whatever is super talked about” and “tells us what’s going to sell really well.” Using that social buzz as its base, the company’s staff — including 16 employees in New York and 15 in China — pulls together looks that are inspired by the social insights and gets them made in small batches. Goods sent to the U.S. are ready to ship to customers in two or three weeks, or even quicker. Shipping to customers takes three to five days, making for rapid transfer of style from Bella Hadid’s Instagram feed to one’s closet. It’s an approach that has come with something of a learning curve. “When we first

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