The idea
aurelle began with an everyday problem: the wardrobe is full — and still you stand in front of it every morning wondering what to wear, what suits you today, the meeting, the mood.
The answer cannot be more clothes. What is missing is someone who knows you: your personal style, your preferences, your life — and what is already hanging in the wardrobe.
Most digital fashion products start from the shop floor. aurelle starts from the wardrobe.
the art of getting dressed.
In brief
One line
aurelle is an AI wardrobe stylist that builds outfits from the clothes you already own.
Three sentences
aurelle gets to know the person first and connects that understanding with the wardrobe they already have. During setup, physical characteristics, colouring and style preferences become an individual profile — the Style DNA — which an AI built on professional styling expertise draws on. The result is outfits for everyday life, work, travel and occasions, plus packing lists and shopping advice that will also say no.
One paragraph
aurelle is an AI wardrobe stylist for the clothes you already own. During setup, users answer an in-depth questionnaire on physical characteristics, colouring and personal style; the result is an individual Style DNA. This meets an AI that applies established methods of professional styling and takes current trends into account. On that basis, aurelle builds outfits every day, matched to the calendar, the local weather and the mood — exclusively from garments that are already there. For travel, aurelle develops outfits and packing lists, and before a purchase it says whether a piece works with the existing wardrobe. aurelle is ad-free and funded by subscription. All data is processed exclusively on European servers.
Key facts
| Product | AI wardrobe stylist |
| Platform | iOS, on the App Store · Android in preparation |
| Availability | Worldwide on the App Store · currently eight languages · European sizing |
| On the App Store since | June 2026 |
| Pricing | Basic €3.99 / month · Premium €14.99 · Pro €24.99 · seven-day free trial on every plan |
| Business model | Subscription, ad-free, no marketplace, no paid placement |
| Based in | Friedrichsdorf near Frankfurt am Main, Germany |
| Audience | Everyone who gets dressed — women are the largest group of users today |
| Founders | Elena and Oliver Schulte-Ladbeck |
| Funding | Self-funded, no outside capital |
| Data | Processed exclusively on European servers, GDPR-compliant |
| EU trade mark | EUIPO EUTM 019331105, registered |
| Web | aurelle.app · Instagram and TikTok @aurelle.app |
What aurelle does
How a wardrobe gets in
The objection every wardrobe app meets is the same: “I am not photographing 200 things.” aurelle answers it five ways; most people use three or four of them in the first week.
Whichever way a piece comes in, aurelle does not file a photo — it reads the garment: category and cut, colours, pattern, material and weight, formality from very casual to black tie, warmth, season, style and, where legible, the brand. That is why the outfits make sense.
The founders
Elena Schulte-Ladbeck leads product, engineering and design. She built aurelle from its AI architecture to its brand identity, teaching herself the technical foundations along the way. She had no programming experience before the project began.
Oliver Schulte-Ladbeck leads business operations, strategy and partnerships.
The couple built aurelle as a team of two, self-funded.
Approved quotes
All quotes are approved for editorial use and may be shortened.
“It isn’t only the wardrobe that should be understood — it’s the person standing in front of it.”
“Most fashion applications are designed to make you buy more. We wanted to build the opposite: something that makes the wardrobe you already have more valuable.”
“Cataloguing garments isn’t enough. We had to capture how a good stylist actually works — which question she asks first, what she looks for in colour and proportion, and when she advises against a purchase.”
“The problem isn’t that we own too few clothes. What we lack is someone who knows us — our style, our life, our preferences and what is already hanging in the wardrobe.”
Press contact
Co-founder, aurelle
press@aurelle.app · +49 170 338 2130
Danziger Straße 16 · 61381 Friedrichsdorf · Germany
Press enquiries are answered within four hours on business days.
Images and texts in this kit are free of charge for editorial coverage of aurelle. Credit: aurelle. Spelling: aurelle is written in lower case, including at the start of a sentence; with ® on first mention.