We discovered yet another AI fashion app that might just be the next breakout. Launched 70 days ago.

Closetly, an AI try-on closet (think Clueless, the movie — fashion girls will get it).

• 10K monthly downloads

• 16.6M views

Since launching back in April, they’ve operated just one brand account on TikTok. That’s now clocked over 16M views.

Only recently have they started spinning up ambassador accounts, most of those just went live a few days ago.

But here’s what makes the main account different: instead of going for the standard low-effort AI fashion edits (you know the type—quick cuts, outfits changing, barely any story), Closetly leaned hard into storylines.

Every video centers around a situation, but always brings it back to the outfit.

Example:
“my boyfriend HATES my outfits”

She’s meeting his parents. Picks something revealing. He hates it. So he grabs an iPad, opens the app, and chooses a more “appropriate” look.

That video hit 2M views. A very similar one hit 1.9M.

The twist: the app is demoed on an iPad mounted outside the closet. No screen recording. No cutaways. The focus stays fully on the creator + the interaction, but the app stays visible the whole time.

They’re milking the couple-content format. And it keeps working.

Meanwhile, they’re mixing in founder-led videos, some boosted with paid ads, but still story-driven, with every single video landing on a clear CTA that ties directly into the plot.

That’s how they’re squeezing 10K monthly downloads from just 16.6M views.

Now for the make-or-break moment:

The new ambassador accounts are defaulting back to average fashion content.

Six videos each, and none has passed the 2K view mark.

Will they keep testing formats? Will they teach the story-driven formula to the new creators? Or will they miss the momentum?

Our bet: the couple x storytime x fashion combo has the highest virality potential.

But the real question is: are they targeting the right audience?

We’re watching closely.