Phoebe Gates, daughter of Microsoft co-founder Bill Gates, has co-founded a fashion-tech venture named Phia that’s making waves—without spending on SEO or marketing agencies. Built in collaboration with Sophia Kianni during their time at Stanford University, Phia is being hailed as the “Google Flights for fashion,” helping users find affordable secondhand fashion deals through a mobile browser extension.
With over 200,000 installs already, Phia’s rapid growth is powered by an unconventional approach: leveraging ChatGPT to reverse-engineer viral trends and craft engaging video content. The founders collect data from viral TikToks and Instagram Reels, categorize what works—lighting, scripts, storylines—and then prompt ChatGPT to create on-brand content replicating the success patterns.
Instead of relying on big influencers, Phia taps into a “creator farm” of college students who post regularly. One standout success was a trial reel on Instagram that went viral overnight, driving a surge in app downloads. Realizing the power of micro-creators, the team started purchasing UGC-style videos from lesser-known talent for as little as $100—a smart, ROI-focused alternative to celebrity endorsements.
One of Phia’s most effective messages—describing itself as “Google Flights for fashion”—emerged from content A/B testing. It resonated because it compared the new product with a tool users already love and understand. Other viral campaigns include “celebrity look for less” videos that let users recreate outfits worn by stars like Sabrina Carpenter at bargain prices using Phia.
Community feedback has also been instrumental. Phia hosts in-person product feedback dinners, inviting users to help shape the app—an initiative that’s not just improving the product but also building brand loyalty.
Phia stands as a powerful example of what’s possible when Gen Z creativity meets AI. With no reliance on traditional marketing, this startup is rewriting the rules of fashion tech—one viral video at a time.
