How iModel is Revolutionizing Fit and Fashion

What iModel (brought to you by Grablife) Does

iModel is a fashion-tech social platform that helps shoppers find clothing that truly fits by showing clothes on people with similar body shapes and measurements. By connecting users to a personalized feed of looks from real individuals, iModel uses real body shapes and measurements to crowdsource a better way to find clothes that fit real people.

The Current Landscape

Sizing has been one of fashion’s most stubborn problems. Across brands, a size label means little — a “medium” in one label can be closer to a “small” in another, creating frustration, wasted time, and costly returns. Studies done have shown that sizing systems across brands and retailers can vary by as much as three inches. The issue is particularly painful in e-commerce, where shoppers can’t try before they buy.

While some companies are experimenting with virtual try-on technology, AI-generated avatars, and sizing algorithms, many of these solutions still fail to capture the nuances of putting clothes on real bodies that make them look their best. Tech also often feel impersonal, leaving shoppers wondering if what they see online will work for them in real life.

People find a few brands and sizes that they know fit, boxing them into a small area of choices,while making it a heavy lift to give indy designers a try. By focusing on body measurements first, and then crowdsourcing the translation to brand/size, we leapfrog over the barriers for customers to try out new designs and styles.

Competitors in the fit technology space often focus on idealized models that don’t account for the diversity of real-world shapes. We are made for people who don’t always find clothes that fit right on them, for one reason or another.

iModel Birth Story

The spark for iModel came from founding team member Joe Kennedy’s personal shopping frustrations. Being on the shorter side, Kennedy often struggled to find clothes that fit well. Traditional size charts were unreliable, and online product photos rarely featured models with his height or body shape. He wished there was an easy way to see what other men with similar proportions were wearing — and more importantly, where they were shopping.

That wish became the foundation for iModel’s concept: a platform that matches users to a personalized feed of looks worn by people with a similar body shape and measurements. This approach would let shoppers instantly visualize how an item might fit on them without relying on guesswork or stylized imagery.

Kennedy partnered with seasoned product leader Christine Ford and behavioral psychologist Rachel Levy to bring the vision to life as one of the first apps under the Grablife umbrella. Together, the founding team combined deep expertise in technology, product development, marketing, and user behavior, to create a solution that worked for shoppers of all shapes and sizes — and includes features for indie designers, established brands and influencers to promote their products as well.

The iModel Solution

At its core, iModel is a discovery platform. Users create a profile with their body shape and measurements, and iModel curates a feed of fashion posts from people who match those details. Each post has specific areas to add the brand, size, description, store and affiliate links, on up to three clothing items. When users see posts in their feed, they are seeing real people modeling clothes whose proportions are similar to theirs, giving users a realistic sense of fit and style.

The platform is built on authenticity — no AI-generated figures, no heavily altered images, and no unrealistic styling that hides a garment’s true look. Posts come from models, influencers, and everyday users wearing pieces from indie designers, boutique labels, and anything they find out in the world that they like.

For designers, iModel provides a direct channel to an audience already pre-qualified by interest and fit compatibility. With its recent TikTok integration, iModel enables influencers to share their looks across platforms, boosting visibility and sales for designers, leveraging their existing TikTok followers, while not spending time reposting on separate platforms. They also have the bonus of an influencer friendly posting structure by allowing up to six affiliate links per post, and adding brands to our growing proprietary database.

Unlike traditional fit tools that leave users guessing, iModel’s visual, shape-based approach makes the shopping experience intuitive, confidence-building and fun. Shoppers don’t just imagine how an item might fit — they see it on someone like them.

The Team Culture

The iModel team combines expertise in product innovation, fashion, and digital media. Driven by a mission to make fashion more inclusive and accurate, the team embraces rapid testing, community feedback, and close collaboration with designers. Founders Joe Kennedy, Christine Ford, and Rachel Levy lead a group that thrives on creativity, adaptability, and staying close to the community it serves. And we also eat our own dogfood. Many of the first posts are us, showing off everything in our closets!

"Finding clothes that just look right on us shouldn’t be so stressful, especially because the majority of us don’t fit the perfect model build,” says Ford. “By showing clothes on people who look like you, we’re making it easier to get inspired and to break out of the comfort zone of always shopping at the same few brands because we’ve invested time in understanding their sizing systems. We also make it enjoyable and easy to share information with others on a social platform designed for this." - Founder, iModel

Find out more about iModel, brought to you by Grablife:

www.grablife.net