Plush

Frequently Asked Questions (FAQs)

About Plush

Plush is an AI-powered fashion search and discovery platform that delivers personalized, shoppable recommendations in seconds. Unlike traditional shopping sites that force you to use rigid filters and keywords, Plush lets you describe what you're looking for in your own words, just as you would with a personal stylist that truly gets you.
Just type what you're looking for using natural language. For example, you might ask for "a romantic and luxurious white blouse with bow details or lace," "what to wear to a fall wedding in Aspen," or "something that feels like The Row but more romantic." Our AI understands these requests and immediately shows you curated options from top brands and retailers that match your description.

Go to: plush.shop (works on desktop or mobile).

Type a natural sentence, not keywords.
Template: [Occasion or context] + [how you want to feel/look] + [must-haves/limits]
Example: "Thanksgiving dinner outfit that's cozy but polished, under $200, no mini."


Press Enter → open the Curated Style Guide. You'll see:
• Styled categories/looks (e.g., dresses, layers, footwear)
• Why it works (brief styling advice + context)
• Shoppable pieces from multiple retailers


Refine instantly with follow-ups (just keep typing):
"Make it more colorful."
"Swap boots for flats."
"Show only linen/cotton."
"Keep under $150."


Personalize the edit:
Add details right in your prompt: size, preferred colors, fabrics, modesty/coverage, heel height, brands you love/avoid, travel weather, etc.
Example: "Friendsgiving look in jewel tones, midi length, wide-calf boots, under $250."


Save what you like:
Tap Save/♥ on items to build a shortlist.
Use "show similar" (if available) to see close alternatives.


Shop the picks:
Click through to retailers to buy, or keep iterating the guide until it feels perfect.


Recommended: create an account
Saves your searches & favorites and helps Plush learn your preferences over time.

You can start searching right away, no sign-up needed. After your first couple of searches, we'll ask you to create a free account. This is how Plush learns your preferences and gives you more personalized results, and allows you to save favorite items.
Yes, Plush is completely free for users.
Plush is currently available on web (plush.shop) and fully optimized for mobile and desktop browsing. A dedicated app is on our near-term roadmap.
Absolutely! You can describe what you need, like "a chic dress for a spring wedding", "comfortable but polished outfits for travel", or "what to wear at a glamorous beach club in St. Tropez without trying too hard". Plush understands natural language, so it curates looks that match your vibe, occasion, preferences and nuanced dress codes.
Yes, you can include fabric preferences directly into your search query. For example, "organic cotton blouse" or "linen pants, no polyester." You can even say "chic wedding guest dresses, no synthetics" or "soft sweater made with natural materials". Plush understands natural language, so it can filter and prioritize natural materials like cotton, linen, silk, and cashmere when you specify them.
Plush helps you see everything that fits your style in one place. You don't need to hop between dozens of tabs. Instead of searching by brand or rigid filters, you can describe what you want in your own words and discover pieces across hundreds of retailers that match your vibe, budget and occasion. You can even think of Plush as an external search engine for a retailer, by typing in "long knit dresses from Shopbop on sale", so you never have to deal with rigid filters again. It's like having an intelligent personal stylist and shopper who already knows your taste.
Unlike traditional e-commerce sites that rely on filters and keywords, Plush understands natural language and the context behind fashion choices. Our technology recognizes not just specific attributes (color, material, fit) but also aesthetic concepts, occasions, and style references. This means you can search in a way that matches how you naturally think about clothes, rather than adapting to how databases categorize products.
Pinterest and Instagram are great for inspiration, but Plush is where that inspiration becomes actionable and shoppable. Instead of scrolling through photos and trying to recreate a look on your own, Plush understands what you describe and finds real pieces that match the vibe. Think of it as the next step after moodboarding: you bring a vision, Plush will bring the tasteful options that actually fit your style, size and budget in one place.
Plush recognizes size and fit preferences naturally within your search, so you can say "maternity-friendly summer dresses" or "chic plus-size blazer for work." You can even specify the specific inseam length you are looking for, such as "wide leg jeans with 28 inch inseam". Our proprietary AI understands context and fit, surfacing pieces from brands and retailers that carry inclusive sizing, maternity, and petite options. We're continuously expanding our coverage to make sure everyone can find styles that feel made for them.

Technology & AI

Plush's search is powered by a proprietary AI system that combines natural language understanding with structured fashion intelligence. Unlike many tools that simply wrap existing AI models, Plush has developed its own hybrid search technology that blends semantic understanding with precise filtering — allowing it to interpret both the feel and the facts of what you're looking for.

When you describe something like "a minimalist dress for a city wedding" or "something cozy but elegant for fall dinners," Plush's AI translates your request into a rich set of fashion attributes — from color and silhouette to mood and occasion. It then searches across thousands of carefully tagged items from our partner brands, ranking results by relevance, aesthetic quality, and your personal style profile.

The result: search that feels intuitive and human, not mechanical. Over time, Plush learns your preferences — the styles, fabrics, and brands you gravitate toward — to deliver increasingly personalized recommendations that reflect your individual taste.

Plush uses AI to make online shopping feel more human. Our technology bridges the gap between how people naturally express style and how traditional e-commerce is structured. Instead of sorting through endless filters or categories, you can simply describe what you have in mind — and Plush understands.

Behind the scenes, our proprietary AI models interpret aesthetic cues, personal context, and intent — things like vibe, occasion, and taste — to surface results that feel thoughtfully chosen rather than algorithmically random. The more you search, favorite, and explore, the better Plush becomes at anticipating what you'll love, creating a shopping experience that feels intelligent, effortless, and uniquely yours.

Plush's AI is trained to understand fashion the way people actually talk about it — through mood, references, and context. It doesn't just analyze color or cut; it learns from both language and visual data to understand how concepts like "quiet luxury," "'90s minimalism," or "romantic coastal" translate into materials, silhouettes, and details.

By combining machine learning with curated fashion knowledge, Plush connects cultural style language to the tangible qualities of garments. This allows it to interpret the intent behind your words — so when you describe a vibe, it knows what you mean and delivers results that truly reflect your aesthetic.

Yes, Plush is built to understand aesthetic language just like that. You can type "quiet luxury outfit" or "French girl summer style" and Plush will interpret the mood, silhouette, and materials that define those looks. It recognizes not just the keywords, but the underlying visual and cultural cues. Plush delivers results that feel aligned with the aesthetic you have in mind.
Yes, Plush continuously learns from new collections, seasonal references, and emerging style language, so it evolves as trends do. Whether it's "Mob Wife winter" or "fisherman aesthetic summer," or a new micro-aesthetic that just hit social media, Plush stays current by understanding how people describe what's trending and translating that into shoppable results.
Plush is purpose-built for fashion. Unlike general AI models or search engines, it's trained specifically to understand natural style language, such as how people describe looks, moods, and aesthetics and connect that to real, shoppable pieces that are tasteful. ChatGPT can talk about fashion, and Google can show everything, but Plush curates what actually fits your intent and your taste. It interprets your words with stylist-level intuition and delivers results that feel cohesive, elevated, and editorial — more like working with an intelligent stylist who gets your vibe than scrolling through a wall of links.

Products & Brands

We curate options from top brands and retailers. When you click to buy, you're taken to the brand's or retailer's website to complete your purchase.
We partner with a growing number of brands and retailers. If you want to see a specific brand or retailer on Plush, let us know at hello@plush.shop.
Plush curates thousands of established and emerging brands from premium designers to independent labels. Our catalog is constantly growing.
Yes, we love hearing from our community. If there's a brand you'd like to see on Plush, send us a note at hello@plush.shop. Our team regularly updates our catalog based on user feedback and trending requests.
Yes. Prices on Plush always match the brand or retailer's site. When you click to buy, you're taken directly to their checkout, so you get the same pricing and promotions that they offer.
Not at the moment. Plush curates products directly from partner brands and retailers, so pricing and promotions come from them. As we grow, we plan to introduce exclusive brand offers and seasonal edits for our members.

Plush currently focuses on women's fashion. Our selection spans hundreds of brands, ranging from luxury designers to small independent designers. Plush also works with and carries inventories from retailers such as Revolve, Net-a-Porter, ShopBop, Mytheresa, FWRD, The Outnet, etc.

Currently, Plush carries clothing and shoes, with plans on expanding to handbags and accessories. Stay tuned!

Privacy & Safety

Yes, Plush is completely safe to use. We don't process or store payment information, purchases happen directly on the retailer's website. We only collect what's necessary to improve your experience, like saved searches or preferences. We never sell your data. Your privacy and safety are core to how Plush is built.
We only collect what's necessary to improve your experience. We don't store payment information since purchases happen directly with retailers.
No, Plush does not sell or share your personal information with brands or advertisers. Any data we collect is used only to improve your experience on Plush. For example, to refine recommendations or save your preferences. When you click to buy, you're taken directly to the retailer's site, so your purchase information stays between you and the retailer.
If you stop using Plush, your data stays private. You can write to us and request to delete your account at any time, and we'll remove your personal information and saved preferences from our system. Your privacy remains protected after you leave.

Future & Vision

We know how important secondhand and vintage fashion is — for both sustainability and personal style. While Plush doesn't include those items just yet, it's something we're actively exploring for the future. Our goal is to make it just as easy to discover pre-loved pieces that match your taste as it is to find new ones.
We've heard a lot of interest in bringing Plush to men's fashion, and we agree there's a need for a smarter, more intuitive way to shop for menswear. While Plush is currently focused on women's fashion, we plan to explore men's in the future as we grow.
Yes, our vision is to expand into other taste-driven categories like beauty, home, and lifestyle to bring the same intuitive discovery experience across everything you shop for.
Yes — community is a big part of Plush's vision. We believe the best shopping experiences come from real people sharing what they love and why. While reviews and community features aren't live yet, we're actively exploring ways for users to contribute their perspectives and style insights. Our goal is to build a space where discovery feels personal, trustworthy, and inspired by the Plush community itself.
While we're starting with the $700B fashion e-commerce market, our vision extends to all taste-driven decisions: beauty, home decor, and lifestyle. We're creating one intelligent platform that understands personal style across categories.

Other Common Questions

The more you use Plush, the better it gets at understanding your taste. You can also refine your search with more specific language.
We earn commissions on purchases from third-party retailers we partner with.
Still have questions? We'd love to hear from you!
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Plush: Your AI-Powered Fashion Search and Discovery Destination
Discover and shop women's fashion effortlessly with Plush. Using advanced AI and natural language search, Plush helps you discover exactly what you need—just ask, "lightweight flowy maxi dress with soft pastel colors under $500 in size small" or "What can I wear to a black-tie wedding on the beach?" Whether you're seeking specific pieces or inspiration for any occasion, Plush connects you to stylish clothing and accessories from premium brands, tailored to your preferences and body type. Try Plush today and discover a smarter, more personalized and more inspiring way to shop for fashion!