My name is Pedro and I’ve been selling fashion for over twenty years. I started in old-school retail: a physical store, face to face with the customer, learning what no business school teaches: which piece gets tried on but never bought, which one walks out the door on its own, and why one customer comes back while another never does. From there I moved into e-commerce, and then into international womenswear wholesale with my company, Kapax Global Trade SL, serving clients across the United States and Europe. I’m still at it today.
In all those years, the problem I’ve seen repeat itself most often isn’t price or sizing. It’s this: people don’t know whether what they’re about to buy goes with the clothes they already own. Anyone who has worked a sales floor knows the extreme case: the customer who buys the mannequin’s entire outfit because putting an outfit together defeats them. It’s not a lack of taste. It’s that nobody’s there to help right when the decision happens.
That’s what we’re building with Lello e Lella: an app that works like a great sales associate. You tell it what you need clothes for (a dinner, an interview, everyday life) and it searches real stores for pieces that go with yours. And here’s the part that used to be science fiction: it shows them on you, on your own body, before you buy. The mannequin in the store window, except it’s you. Not sure today? Save the piece and we’ll let you know when the price drops.
While the app is on its way, this site is our storefront, open early. We publish style guides with the same judgment we’re building into the app: the eye of someone who’s dressed thousands of real customers, not an algorithm trained on runway photos. When a guide links to products in stores, we may earn a small commission on the sale; it never costs you more, and we never recommend anything we wouldn’t recommend with the price tag in one hand and the customer in front of us.
Questions, ideas, or want to try the app before anyone else? Email us or join the waitlist on the home page. We answer personally. No robots on the sales floor here, for now.