Phoebe Gates and Sophia Kianni Launch Phia to Transform Fashion Shopping
Phia, a new fashion technology startup, aims to revolutionize the way consumers shop online by offering a seamless price comparison platform for fashion items. Founded by Phoebe Gates, daughter of Bill Gates, and her Stanford roommate Sophia Kianni, the app launched in April 2025 and has quickly gained traction among Gen Z shoppers.
Described as “Google Flights for fashion,” Phia aggregates pricing data across millions of products, enabling users to find the best deals effortlessly through a mobile app and browser extension.
$8 Million Seed Round Led by Kleiner Perkins
In early September, Phia announced it had secured $8 million in seed funding, raised in just three and a half weeks. The round was led by Kleiner Perkins and included notable investors such as Kris Jenner, Hailey Bieber, billionaire Michael Rubin, Spanx founder Sara Blakely, and Sheryl Sandberg.
“What excites me about Phia is how Phoebe and Sophia are bringing real innovation to the space by making shopping smarter and using technology to unlock a better experience for everyone,” said Michael Rubin, an early investor.
From Desktop Extension to Mobile-First Experience
Phia’s journey began with a desktop Chrome extension focused on helping users find second-hand fashion alternatives. However, user feedback revealed that most target users preferred mobile shopping and immediate price comparisons over second-hand options.
Responding to these insights, Gates and Kianni pivoted to develop a mobile app that now searches over 300 million fashion items. The platform offers personalized recommendations and a unified shopping history to enhance user convenience.
Gen Z Marketing and Founder-Led Engagement
Phia’s marketing strategy is heavily influenced by Gen Z trends, emphasizing organic, transparent, and founder-led content. Gates and Kianni actively engage with users via social media, soliciting feedback and sourcing talent through digital channels.
The founders also leverage their podcast, The Burnouts, which has nearly half a million Instagram followers and over 10 million views across platforms. The podcast serves as a platform to share entrepreneurial insights and funnel interest into Phia.
Founders’ Unique Backgrounds Drive Vision
Sophia Kianni is a recognized climate activist and founder of the nonprofit Climate Cardinals, known for translating climate change information into multiple languages. She has advised the United Nations and been featured on the BBC’s 100 Women list. Phoebe Gates brings a fresh perspective rooted in her Stanford education and passion for fashion technology.
Growth and Innovation Ahead
With a current team of 12, Phia plans to use the new capital to expand its workforce, continuing to hire via social media channels. The founders envision building a personalized shopping assistant that integrates with users’ calendars, advising on optimal purchase timing and resale opportunities.
Gates emphasized the ambition to create a shopping experience that is not only smart but also deeply personalized, while Kianni highlighted their commitment to transparency and public learning throughout their company’s growth.
FinOracleAI — Market View
Phia’s rapid ascent in the competitive fashion tech landscape illustrates the power of combining advanced AI capabilities with authentic Gen Z engagement strategies. The founders’ backgrounds and strategic investor base provide a robust foundation for scaling.
- Opportunities: Expansion of AI-driven personalized shopping; leveraging Gen Z marketing to build a loyal user base; potential for integration with broader e-commerce ecosystems.
- Risks: Intense competition in fashion tech and e-commerce; dependency on continuous user engagement; challenges in scaling personalized AI recommendations effectively.
Impact: Phia’s innovative approach and strong funding position it well for significant influence in digital fashion retail, signaling positive market disruption and growth potential.
