Privacy in the Chelfy app

Recommence Ltd is the controller of the personal data described here. Registered office: Suite Ra01, 195-197 Wood Street, London E17 3NU. Company number: 16441399. Contact: privacy@chelfy.com.

Your account. Your email address, your name if you add it, a display name, and sign-in details. If you sign in with Apple or Google, we receive the identifier and email that provider shares with us (with Apple this can be a private relay address).

Your try-on photo. The full-body photo you upload so Chelfy can show pieces on you, and the private avatar we make from it. This photo is private. It is never shown on your public profile, on public looks, or to people you share a look with.

Your fit. The sizes and measurements you choose to add in My fit, used to suggest sizes and, when Personalised feed is on, show looks with pieces in your sizes.

What you do in the app. Pieces you save, add to your try-on set or put in your bag, items you mark as bought, looks you create, like, save or share, people and shops you follow or block, your notification preferences, and, to order your Home feed, how long you look at a look, what you skip or hide, the outfit you built when you joined (the pieces you picked to wear together) and any budget you set.

What you publish. If you post a look, your display name, profile photo (if you add one) and that look’s image and pieces become public, along with likes and comments on it. Comments you write on public looks are public too.

Reports and support. Reports you make about content or people, and messages and photos you send us through Support.

Purchases. If you subscribe to Chelfy Plus, Apple processes the payment. We receive the subscription status and transaction identifiers from Apple to give you access. We never receive your card details.

Your device. A push notification token if you allow notifications, and a device attestation result (Apple App Attest via Firebase App Check) that tells us requests come from a genuine copy of the app.

Crash reports. If the app crashes, Firebase Crashlytics sends us a report with the app version, device model, operating system and a technical trace. It does not include your photos or messages.

Searches. What you search for. To understand a search such as "green wool jacket under £80", the words may be sent to Google (Gemini). We keep the understood version of a search for up to 30 days so the same search is quicker next time; it is stored without your name or account.

Chelfy AI conversations. When you use Chelfy AI, we collect what you ask and what Chelfy answers: what you type or dictate, the pieces Chelfy shows you, your shortlist, and the actions you approve, such as adding a piece to your bag or try-on. If you use the microphone, your iPhone turns your speech into text on the device; no audio leaves your phone, and only the text is sent. If you send Chelfy a photo, your phone blurs faces and crops the photo to one garment before it is sent; we keep only Chelfy’s short text description of the garment, not the photo itself. Chelfy AI uses your usual size to look for pieces; your body measurements are never sent to an AI provider.

Usage analytics, only if you agree. If you accept analytics when the app asks, Firebase Analytics records how features are used (for example screens opened and buttons tapped). You can change this at any time in Settings. If you decline, no analytics are collected.

• To run your account and keep it secure.
• To make your try-ons: we use your try-on photo, your avatar and the selected product photos to generate the result you asked for.
• To show your saved pieces, try-on set, bag, looks and notifications.
• To publish the looks and comments you choose to make public, and to moderate them: new comments are checked automatically for abusive content before they appear, and reports are reviewed by our team.
• To send notifications you allowed, such as "your try-on is ready".
• To fix crashes and, with your consent, improve the app.
• To provide Chelfy Plus and your try-on allowance.
• To run Chelfy AI: to understand your request, find real pieces from Chelfy’s shops, answer questions about them and prepare the actions you approve. Chelfy uses your sizes from My fit and your past Chelfy AI conversations so it can pick up where you left off.
• To order your Home feed: when Personalised feed is on, we use what you like, save, comment on, share, try on, add to your bag or visit, how long you look at a look and what you skip, the pieces you picked when you joined, the shops you follow, your budget and your sizes from My fit, to choose and order the looks on Home. This happens on our servers; shops never receive it. When Personalised feed is off (Settings > Privacy & data), Home shows the newest looks, filtered only by your sizes, and we stop using your activity to order it (we keep your recent feed history for up to 90 days so it can be used again if you turn Personalised feed back on, unless you reset it); ‘Not interested’ then simply hides that look. Email privacy@chelfy.com to request a feed-history reset; Settings > Privacy & data opens an email request.
• To improve Chelfy: our team may read Chelfy AI conversations, and we may use them to improve Chelfy’s design and answers and to build Chelfy’s own shopping knowledge base (for example, which questions shoppers ask and which answers helped). We do this in our own systems; we do not let our AI provider use your conversations to train its models. Anything we keep for this beyond 90 days is de-identified so it no longer identifies you.

We never sell your data. We never use your try-on photo, your avatar or your try-on images to train AI models. Shops never receive your photos, your measurements or your try-ons.

Chelfy shows pieces from independent shops. When you tap Visit seller or Buy from a shop, we open that shop’s own website. Your purchase, payment, delivery and returns are between you and that shop, under its policies. The link carries tags (such as utm_source=chelfy) and a random click reference that identifies the visit, not you. Chelfy may get paid when you visit our partner shops’ websites from Chelfy. This never changes your price.

A small number of suppliers act on our instructions, under contract:

• Amazon Web Services, for hosting our backend and database. Our servers and database are in the European Union (Ireland), so your account, try-ons, Chelfy AI conversations and preferences are stored there.
• Google Cloud (Vertex AI and Gemini), to check your try-on photo, make your avatar, generate try-ons, understand searches and run Chelfy AI. It receives your try-on photo and the product photos for a try-on, your typed or dictated messages to Chelfy AI, any garment photo you send (with faces blurred), and your search words. Google acts on our instructions and does not use this data to train its models. These requests may be processed in Google’s data centres outside the UK and the European Union, including in the United States.
• Backblaze B2, for private file storage (photos and try-on images), in the European Union (the Netherlands).
• Google Firebase, for sign-in support, push notifications, crash reports, app attestation and, only with your consent, analytics.
• Apple, for Sign in with Apple, push delivery and Chelfy Plus purchases.
• Google, for Sign in with Google.
• Postmark, for emails such as sign-in codes.

Some of these suppliers are based in, or process data in, the United States. Where a supplier is certified under the UK-US data bridge, we rely on it; otherwise we use the UK International Data Transfer Agreement or the UK Addendum to the EU standard contractual clauses.

• Providing the app you asked for (contract): your account, try-ons, saved items, bag, looks, notifications you enabled, Chelfy Plus.
• Your explicit consent: processing your try-on photo to create your avatar and try-ons, and your body measurements to suggest sizes. Measurements are never used to make your try-ons. You give each with a clear tick, and can withdraw it at any time by deleting your photo and avatar in Settings > Your try-on photo, or your measurements in My fit.
• Your consent: analytics and push notifications.
• Our legitimate interests: ordering your Home feed when Personalised feed is on (you can turn it off at any time), and also: security, attestation, crash reports, moderation and preventing abuse, and improving Chelfy AI and its knowledge base from conversations (you can object; see below).
• Legal obligations: keeping purchase records and responding to lawful requests.

• Your try-on photo, avatar and try-on results stay until you delete them or your account. You can remove your try-on photo and avatar in Settings. We delete this data within 30 days of removal or account deletion.
• Public looks and comments: until you remove them or delete your account.
• Crash reports: 90 days. Analytics (only if you agreed): user-level data is kept for 2 months.
• Chelfy AI conversations (what you typed or dictated, shortlists and Chelfy’s photo descriptions): 90 days from the conversation’s last activity, then deleted, unless you delete them sooner in Chelfy AI > History. Chelfy’s memory of past conversations comes from these conversations, so it goes when they go. De-identified insights used to improve Chelfy may be kept longer.
• Feed activity used to order Home (likes, saves, views, skips, try-ons, visits): 90 days, then deleted; email privacy@chelfy.com to request an earlier reset.
• Dictation: no audio leaves your phone. Photos you send to Chelfy AI: not stored, only the short text description inside the conversation.
• Understood searches: up to 30 days, stored without your name or account.
• Purchase records: as long as the law requires.

When you delete your account in Settings > Privacy & data, we delete your profile, photos, avatar, try-ons, looks, comments, Chelfy AI conversations and feed history. Storage deletion is retried if a provider is temporarily unavailable. Deleting your account does not cancel a Chelfy Plus subscription: manage that in your Apple account settings.

You can delete any Chelfy AI conversation, or all of them, in Chelfy AI > History; Chelfy then forgets them. To stop us using your conversations to improve Chelfy, turn off ‘Use my conversations to improve Chelfy’ in Settings > Chelfy AI, or email privacy@chelfy.com. You can view and change your details in Settings, replace or delete your try-on photo, change notification and analytics choices, and delete your account in the app. To get a copy of your data, email privacy@chelfy.com and we will send it within one month. Under UK GDPR you can also ask us for access, correction, deletion, restriction, portability, or object to processing, by emailing privacy@chelfy.com. You can complain to the Information Commissioner’s Office (ico.org.uk).

Anyone can browse pieces, shops and public looks without joining. Joining Chelfy, uploading photos, making try-ons and posting are for people aged 18 and over. If you are under 18, use browse-only mode and do not upload a photo.

We will update this page when the app changes and show the date above. For significant changes we will tell you in the app.