If you’re reading this, chances are you realise you’re reading something written by someone who shops for a living. Literally.
I’m deep-diving into all your favourite websites, hunting down hidden gems, uncovering the best discounts and deals, and ultimately curating shopping wish lists that you—yes, you—can use to find inspiration and discover pieces worth adding to cart.
Jump To:
WHAT IS YOOTOPIA?
HOW DOES YOOTOPIA WORK?
WHAT OTHER FEATURES ARE THERE?
WHAT IS THE YOOTOPIA STYLE NETWORK?
IS YOOTOPIA FREE?
IS YOOTOPIA JUST ANOTHER SHOPPING APP?
That being said, my job is online. I’m scrolling through the pages of The Iconic, NET-A-PORTER, Cos, St. Agni and Tony Bianco on the daily because, quite frankly, a shopping centre is my worst nightmare.
There are too many people, the stores I want to visit are on different levels, and I can spend hours wandering around only to leave empty-handed because the thing I wanted is sold out. And, increasingly, the brands I’m interested in don’t even have physical stores to begin with.
But enough complaining from me. Because two Sydney women have come up with a rather clever solution. Enter: Yootopia. An Australian fashion-tech platform where shoppers can build their own digital fashion store, personalised around the brands they actually love.
Yootopia was founded by Eri Stewart and Lucy Hosken, two Sydney-based entrepreneurs with a combined 40-plus years of experience across technology, fashion, media, brand building and digital publishing.
Together, they’ve set out to solve a problem that feels increasingly familiar: the endless cycle of saving, screenshotting, bookmarking, sending links to yourself and then promptly forgetting where you saw that very good coat.
Yootopia brings it all into one place—but with one rather important difference: you are in control of what you see.
There are no paid placements, “featured” tiers or brands paying to appear in your feed. Yootopia is designed to be completely ad-free, with the idea that your personal taste, rather than advertising spend, dictates your fashion discovery.
While it is a newly launched app, marie claire is firmly on board. Want to know more? We’ve got you covered.
What Is Yootopia?
Yootopia is a fashion-tech app designed to rethink the way we discover and shop fashion online.
Rather than acting as another marketplace or social media feed, it allows you to create your own personalised fashion store from the brands you love. You choose the labels, curate the pieces and essentially become the buyer, curator and creative director of your own digital department store.
The app currently features a huge range of brands, from established names to emerging labels and more under-the-radar discoveries. And if your favourite brand isn’t there? Simply click “Request A Brand” and the Yootopia team can look into adding it.
How Does Yootopia Work?
Upon downloading the app (and following marie claire, which you can do here), you’ll be asked to select your favourite brands from Yootopia’s extensive brand list.
Once you’ve chosen your brands, your homepage becomes your own personalised fashion feed, bringing together new-in pieces and sale finds from the brands you’ve selected.
So rather than scrolling through page after page of products—or wandering through an entire shopping centre in the hope that something catches your eye—Yootopia does the filtering for you.
There’s also a practical element to the experience: sale alerts mean those pieces you’ve been quietly waiting to purchase don’t just disappear into the ether without you ever knowing there was a sale.
What Other Features Are There?
Within the app, you can save and curate pieces into your own collections, creating something akin to a personal Pinterest board—except everything is shoppable.
You might create an edit of wardrobe staples, save pieces for an upcoming holiday or simply collect all the things you’re currently coveting in one place.
For example, on the marie claire Yootopia account, we’ve carefully curated our saves for everyday basics, editor’s picks and a few other of our current fashion obsessions.
What Is The Yootopia Style Network?
Yootopia also has a social element, but thankfully, it isn’t designed to become another endless scroll.
The Style Network allows users to follow friends, creators and other people whose style they admire, explore their collections and even tap into their stores to discover the brands and pieces they’re shopping.
It’s a slightly more considered approach to fashion discovery. Rather than following someone simply because an algorithm has decided you might like them, the idea is that you can seek out people whose taste genuinely resonates with yours.
Is Yootopia Free?
Unfortunately not. Yootopia costs $6.50 per month, but is reduced to $4 per month when you sign up for an annual subscription.
The good news? New users can try it before committing, with a one-week free trial on the monthly plan, or two weeks if you opt for the annual subscription.
There’s also a rather clever little incentive for members. Yootopia allows you to earn money by referring friends, family or, naturally, the office group chat.
Share your personal referral link and you’ll receive $1 per month for every person who signs up, for as long as they remain subscribed. So, if you’ve managed to convince 10 friends or colleagues to join and they stick around, that’s $10 back in your pocket every month.
Is Yootopia Just Another Shopping App?
Not quite. Perhaps the easiest way to understand Yootopia is to imagine your favourite department store—except you’ve built it yourself.
You choose the brands, the app brings them together and the AI tool helps you discover more of what already fits your taste.
For anyone who has ever had 37 browser tabs open, a camera roll full of screenshots and a Notes app containing a list of brands they absolutely must remember to check later, it feels like a particularly timely idea.
Yootopia is available now on the App Store, and you can follow marie claire here.
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