London, United Kingdom. Cypriot founder Nicole Georgiou has launched i spy in London, a fashion-tech platform aimed at changing how people discover, save and shop outfits they see online. The app was officially unveiled at How Matcha in Marylebone.
Platform launch
Georgiou, 25, a former finance professional who moved from Cyprus to London seven years ago, presented the platform as a new approach to fashion discovery. The app uses proprietary fashion-specific visual search technology to help users identify outfits, discover similar pieces, organise items they want to buy and shop fashion inspiration from one place.
Launch event
The launch event took place at How Matcha, a matcha bar and cultural space known for collaborations with fashion brands including Miu Miu, Cult Gaia and Joseph.
Career move
The launch marks a significant point in Georgiou’s career. After working in banking for three years, she left finance earlier this year to focus on i spy full-time.
Origins of the idea
Georgiou said i spy began as an attempt to solve a personal problem rather than to build a startup. She said she wanted to create something she genuinely wanted to use.
As she regularly discovered outfits across Instagram, TikTok, Pinterest and influencers, she found it difficult to track down the clothing behind them. Even when she found the pieces, she said there was no single place to save everything she wanted to buy without relying on screenshots, multiple tabs or links.
Consumer behaviour and shopping
That experience led to a broader observation that while fashion discovery has changed, the online shopping journey remains fragmented. Georgiou said inspiration now comes from social media, creators and content, exposing people to more fashion than ever before.
She said i spy is intended to connect that fragmented journey from discovery to purchase in a single flow. According to Georgiou, discovery now happens across many platforms, but the process of finding and buying items seen online remains broken, with no system that seamlessly connects inspiration and purchase while preserving a user’s intent until they are ready to buy.
