Nicole Georgiou, a Cypriot entrepreneur, has officially launched i spy, a new fashion-tech platform in London designed to transform how people discover, save, and shop outfits seen online. The app uses proprietary visual search technology to identify clothing items from images, recommend similar pieces, and allow users to organize and shop their fashion inspirations seamlessly in one place.

After moving from Cyprus to London seven years ago and working in finance for three years, Georgiou left banking to pursue i spy full-time, driven by her own frustration with tracking and saving outfits discovered across social media. The platform bridges the gap between inspiration and purchase by allowing users to share content from Instagram, Pinterest, or brand websites directly into the app, simplifying the online shopping process.

The launch event took place at How Matcha in Marylebone, London, marking i spy’s first public unveiling. With partnerships including Italian brand Marella and affiliates like Isabel Marant and Nina Ricci, the app is now available on Apple’s App Store, aiming to make fashion discovery effortless and more connected for users worldwide.