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Tagwalk Wants to Be the Google of Fashion

Tagwalk Wants to Be the Google of Fashion You may not have heard of it, but this French start-up says it has created fashion’s first search engine. From left, Margaux Warin and Hugo Bassani with the Tagwalk founder, Alexandra Van Houtte, in the company's office in Paris.CreditMaxime La for The New York Times Four years ago, Alexandra Van Houtte was a fashion assistant in Paris. She would sit in the back offices of magazines like Grazia, Glamour or international editions of Vogue for countless hours researching and cataloging looks for fashion shoots. The monotony and inefficiency of scrolling for a particular look through sites like Style.com or Women’s Wear Daily — a chore undertaken by generations of junior assistants and stylists across the globe — got her thinking about how it could be made better. “For a multibillion-dollar industry that prided itself on being forward thinking, the whole system was totally hopeless,” said Ms. Van Houtte, 29, who studied Mandarin at college in Britain before starting her career in fashion. At the time, start-ups like WhatsApp, Uber and Deliveroo were upending the landscape of their respective sectors, transforming the way people communicate, shop, socialize, travel and eat. When, Ms. Van Houtte wondered, would it be fashion’s turn to develop a transformative platform to make the lives of those doing her job easier?

For the original version including any supplementary images or video, visit https://www.nytimes.com/2018/07/05/style/tagwalk-fashion-search-engine.html

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