Tel Aviv-based Zeekit, a B2C shopping platform and mobile app startup, said it raised $9 million in a Series A funding round from leading Israeli angel investors, as well as US media, film and lifestyle investors.

During New York Fashion Week, the startup also unveiled a virtual fitting room launched in partnership with Rebecca Minkoff, a leading luxury handbags, accessories, footwear and apparel company. Using the Zeekit app, consumers can now virtually try on fashion items before buying them online or trying them on in-store.

Zeekit, or chameleon in Hebrew, was co-founded in 2013 by CEO Yael Vizel, a Captain (res.) in the Israeli Air Force and Technion-trained electrical engineer, who developed complex technology that rendered 3D maps over 2D landscape images for use in aircrafts. Along with co-founders and fellow Technion graduates Nir Appleboim and Alon Kristal, Vizel was inspired by the image processing technology to layer detailed images of fashion over an image of the human body, based on body dimension, figure and fabric.

After uploading a full-body picture, a shopper taps a product they see online, in print or in store and is able to see how it looks and fits. The item can then be mixed and matched with other products from different retailers in their virtual closet, shared with friends or purchased through a link in the app.

Retailers and brands can easily incorporate the Zeekit button in their online, mobile and physical stores, providing shoppers the ability to virtually try on their entire catalog of products.

“We’re creating a new shopping experience by making both online and in-store shopping fun, social, simple and risk-free,” said Zeekit’s Vizel. “Our first-to-market technology is unlike any other visualization technology that exists in the market.”

“At Rebecca Minkoff, the integration of technology and style is paramount,” said Uri Minkoff, CEO and co-founder of Rebecca Minkoff. “Our partnership with Zeekit developed very organically and was a prime example of the best kind of integration. To be able to virtually try on a garment and give our girl the chance to access the feel of our product with immediacy – technology like that is made for the Rebecca Minkoff girl – for the millennial consumer.”

Zeekit also announced a recent partnership with fashion magazine StyleWatch in which its readers can browse and virtually try on 180 pieces from the magazine’s 18-page Fall Trend Report.

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