J.Crew launches an AI stylist built on Anthropic’s Claude

J.Crew has launched Style Advisor, an AI stylist on its US website built with Anthropic’s Claude. Shoppers describe an occasion and get complete outfits from looks J.Crew’s stylists put together. Personal recommendations based on past purchases will come later.

J.Crew has launched Style Advisor, an AI stylist on its website built with Anthropic’s Claude, Anthropic announced on Thursday. It is available in the US for women’s and men’s clothing.

Instead of searching for a sweater, then trousers, then shoes, shoppers can describe what they need, such as an outfit for a beach wedding or a first job interview. Style Advisor replies with complete looks, and shoppers can keep refining them. They can also start from one item and ask what goes with it.

Every suggestion comes from outfits J.Crew’s own stylists put together for the brand’s catalogue shoots. The AI picks and shows those looks rather than inventing new ones, which keeps it in line with the brand’s style.

“We see an opportunity to fundamentally rethink the shopping experience,” said Libby Wadle, CEO of J.Crew Group.

J.Crew built the tool using several Claude models. In each conversation, the mid-sized Sonnet 5.5 acts as the stylist, while the smaller Haiku 5.5 handles quick tasks so answers come fast. For now, it does not tailor suggestions to each shopper’s past purchases, but J.Crew plans to add that and expand to more countries.

Retailers are racing to add AI stylists. Ralph Lauren launched its Ask Ralph assistant late last year, and Kate Spade uses Amazon’s shopping AI, while Zalando’s agent will shop other retailers from 2027. On Prime Day, shoppers sent by AI assistants were more likely to buy than those from search.