“While the luxury fashion industry focused on selling online, Preloved Mode focused on solving online fit.”
Technology is often portrayed as a domain of large corporations, teams of engineers working behind closed doors or overhyped influencers labelling themselves as ,tech innovators’. Yet some of the most interesting innovations begin with a single idea and a single person who sees the problem differently and decides to build a solution. The most significant innovation opportunities no longer sit within back-office systems. They exist where consumers make purchasing decisions every day.They combine and flipping the scripts, and simply create the products designed for real world rather than simply following trend.
Marketa B L Windsor belongs to the generation who embraces that challenge, yet refuse to be locked in one category and with one tag put on them. She is proving exactly that by leaving behind the traditional world of software infrastructure and applying advanced technology to one of retail’s biggest unsolved problems: online fashion fit. As SaaS founder of the cloud software platform, she meant it. And she meant learning along the way to build up the company or her new fashion e-commerce start up Preloved Mode – paperwork, policies, from product design to coding , strategy and long term development. In many start ups where they outsource development, her approach has remained notably hands on , driven by belief that founders who understand both problem and technology are often best positioned to innovate.
After building her career in SaaS, cloud architecture and IT development, she recognised a gap that even the largest luxury fashion retailers had failed to close. While the e-commerce sector has invested heavily in logistics, recommendation engines and digital marketing and nice cute buttons and pixels on the shop front page, the actual shopping experience remains surprisingly outdated. Customers still browse static images, rely on model measurements and hope that expensive purchases will fit correctly when they arrive. Marketa B L Windsor has been trolled endlessly as highly skilled tech coding IT expert for basic looking front page in March of this year, her face swollen to double size and the eyes area affected in the most dangerous way to loose the sight. Having just two tiny slits used as the space to see the daylight and her IT work, she took the plunge after receiving trolling, the nasty emails to their company’s email box and one actress mean Instagram story. Her creative work such as the children book and long planned music single have been put on the bay for a while and her eyes on the ice, but she got the motivation and walked her walk with visible results. The Preloved Mode frontpage became nicely curated and good looking, the traffic and sales have followed. The website peaked, survived one cyber attack that Marketa B L Windsor as the tech CEO has been able to kick off back within hours. More brute attacks followed, without any bigger impact, she was always in the driving seat to block and safeguard and move forward. The growth has been phenomenal so far, the monthly increase in the traffic surge and sales climbed by 30 per cent and often doubled a month after a month. There has been human touch, known face of the founder, her struggles, her technical ambitions, supportive customer service, strong fashion storytelling by capable writing and styling team.
There has been the strong technical background, automated processes saved the money and time. The technical side has helped with the growth, the human touch has helped to establish the rapport with the customers. Preloved Mode has reached one year’s anniversary and it took another turn and the trajectory – up. Still far lacking behind big fashion e-commerce players, but catching up and without burning the cash. They added personal styling and verification to the shopping experience, vast online fashion storytelling. T Consumers buying premium designer clothing online are expected to make decisions involving hundreds or even thousands of pounds with limited information about how garments will look on their own bodies. The result is uncertainty, hesitation and ultimately high return rates that cost retailers billions annually. The weakness has become increasingly apparent in luxury online fashion. Marketa saw the problem not as a fashion challenge but as a technology challenge.
Drawing on her background in software development and cloud-based systems, her own love for the clothes and good fit and dislike to trying on, she shifted her focus towards creating a virtual dressing room powered by modern technologies including AI, body modelling and real-time rendering. Her goal was straightforward: allow customers to see how clothing would look on their own shape before making a purchase. What makes the vision compelling is that it addresses a gap that many of fashion’s biggest names have yet to solve effectively. Industry giants such as Net-a-Porter, Farfetch and other leading luxury marketplaces have built world-class product catalogues and customer experiences, but the digital fitting room remains largely fragmented, inconsistent or unavailable at scale.
Despite years of discussion around virtual try-on technology and millions poured as the investment into the overhyped feature, most consumers still cannot accurately visualise how a luxury blazer will fit across their shoulders, how a dress will fall on their frame or how trousers will sit on their body shape. The experience that shoppers take for granted in physical boutiques remains missing online. Her small ambitious fashion e-commerce start up is bringing virtual dressing room to the world. Rather than treating virtual try-on as a marketing feature, she approaches it as a core commerce infrastructure layer. The technology aims to reduce customer uncertainty, increase purchase confidence and significantly lower return rates. For retailers, the business implications are enormous. Every avoided return means lower operational costs, higher profitability and reduced environmental impact from unnecessary shipping.
Forget Net-a-porter, forget Vestiaire or another big online fashion retailer. She is the first and she owns it. Her start up has just increased the value and it is just the slow horse’s trotting. The shift also reflects a broader trend in technology entrepreneurship. A new generation of founders is moving beyond creating tools for other software companies and instead applying technical expertise to real-world consumer problems. Fashion, long perceived as separate from deep technology, is becoming one of the most promising sectors for innovation. The opportunity is vast. Global e-commerce continues to grow, yet one fundamental problem remains unresolved: customers cannot truly try on clothing online. Until that barrier disappears, digital fashion retail will remain only partially complete.
By bringing advanced engineering into the fitting room experience, this female founder is betting that the future of fashion commerce will not be defined by faster delivery or more products. It will be defined by confidence. The confidence to know exactly how a garment will look before clicking “buy”. And Life Is Confidence is also her music single, just postponed, released soon, after using bad time for creating something good. Her start up has just grew in the value, if she succeeds, the breakthrough may not come from an established luxury retailer or a traditional fashion house. It may come from a technology entrepreneur who understood that the next revolution in e-commerce was never about selling more clothes. It was about helping customers finally see themselves in them. A young female tech entrepreneur with a background in software development, cloud technology and e-commerce, not just pretty face, dislike for trying on and putting label on herself as one category, sees a problem nobody has fully cracked, then applies technology to fashion resale and luxury shopping. That’s exactly the kind of cross-industry innovation that creates pioneers. And gives them the last laugh.
Virtual dressing room from October 5th, 2026.
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