The considered way to shop

Try to buy “an emerald satin midi dress with sleeves, under £120, in a size 12” and you’ll discover the state of the art: a search box that matches keywords, filters that stop at ‘colour’ and ‘size’, and four thousand results, most of which fail your brief in the first photograph. The information you care about — the actual length, the sleeve, the neckline, how covered it is, what occasion it suits — is in the pictures, and no retailer search reads pictures.

Fairlux does. We index the catalogues of UK retailers daily and use AI to read every product the way you would: its length, sleeves, neckline, silhouette, colour, coverage and occasion. You describe the piece once, in plain words, and we return the short list that genuinely qualifies — typically a dozen pieces, not four thousand. You buy directly from the retailer; we never sit in the middle of the purchase.

How we make money

When you click through to a retailer and buy, the retailer may pay us a commission through their affiliate programme. It costs you nothing extra, and it doesn’t influence what we show: results are ranked by how well a piece matches your requirements, never by what a click pays us. We say this plainly here and in the footer of every page because trust is the entire product.

Where we are now

We’re building the first version, focused on UK womenswear, and opening soon. The guides we publish are the manual version of the thinking we’re automating. If you’d like to be first in when we open, join the waitlist — we’ll send exactly one email when it’s ready.

Contact

Questions, retailer partnerships, press: see our contact page.