DKNY Backs Awear, the Shazam of Fashion for Street Style FOMO

Fashion social media for the anti-social.

Bitches can’t keep you from biting their style now. DKNY introduced an app that is fashion social media for the anti-social.

Lusting after someone’s purse on the street? Awear Solutions promises that a digital chip tucked into your clothes can scan an object and search where it was purchased, the New York Observer reports.

Screenwriter Liron Slonimsky came up with the idea when a stranger told her that she had “no idea” where she got her bag. “Fine. Be that way,” Slonimsky said to that, and plotted to ban purse FOMO forever with an app that could suppress all unnecessary awkward conversations with greedy style hoarders. You have to be within thirty feet away of the item, but that won’t keep you from being a spy and knowing their shopping habits. If it actually works, the world will be your virtual street style blog.

“She was a bitch,” Slonimsky told the Observer, “but thanks to her, I have my startup.”

DKNY shared Awear at the Easter Fashion Hunt on Monday.

“We love the idea,” DKNY spokesperson Aliza Licht told the Observer. “I wanted to do it because I thought it would be a fun scavenger hunt, but also to introduce the technology to the industry. The applications are vast.”

The app will also allow retailers to see how many people are interested in their products and where the items are popular (skull cashmere sweaters are crushing it on the Upper East Side,) and they’ll be able to send you deals. Watch the teaser for the app below — we like the cartoon purse in the green version.

[New York Observer]

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