In a time when fashion is no longer defined solely by trends or aesthetics, two trailblazing women are proving that style can be both innovative and deeply intentional. Elena Volkova, CEO of Style DNA, and Julia K. Dietmar, CEO of OpenWardrobe, are leading the charge in fashion-tech, harnessing the power of artificial intelligence and user-centered design to redefine how we shop, dress, and connect with our clothing.
They’re not just building platforms—they’re building movements. Movements that help people rediscover the potential of their wardrobes, make smarter choices, and express their identities with confidence and consciousness. This article brings their journeys into dialogue, illuminating two paths fueled by creativity, conviction, and an unwavering commitment to doing fashion differently
From Insight to Innovation: The Origins of Style DNA and OpenWardrobe
For Julia, the fashion-tech journey began within the walls of retail giants like WalmartLabs, thredUP, and Vue.ai. Her experience revealed a powerful contradiction: the industry’s relentless innovation in selling more versus the consumer’s growing desire to use less. “Many of us have full closets yet feel like we have nothing to wear,” she says. OpenWardrobe emerged to close that gap—not by pushing new purchases, but by championing the clothes people already own.
Elena’s path was equally personal. As CFO at a courier company supporting fashion e-commerce clients, she saw firsthand how ill-fitting and impulsive purchases led to logistical headaches and mountains of returns. A consultation with an image expert sparked an idea: what if technology could offer credible, personalized advice, using data to help people understand not just what fits, but what flatters and truly aligns with their style? Thus, Style DNA was born.
Tech Meets Humanity: Empowering the Everyday Style Journey
While their platforms differ in approach, both founders use AI as an ally, not a dictator. Julia’s OpenWardrobe offers expert-led suggestions based on digitized wardrobes, pairing garments, estimating cost-per-wear, and mapping out resale and repair potential. Her goal? Style that supports sustainability and self-expression.
Elena’s Style DNA, meanwhile, launched after three years of refining machine learning techniques for color analysis and body-type profiling—all from a single selfie. With over 300,000 users today, she’s proven that technology can feel deeply personal. “Users want recommendations tailored to their lives—not just their looks,” she explains. From budget-conscious shopping to preparing for occasions like a wedding in Venice, Style DNA delivers both practicality and delight.
Fashion with Purpose: Community, Confidence, and Cultural Awareness
Community is at the heart of both platforms. Julia sees her users not just as consumers, but as co-creators. They shape features, share styling ideas, and bond over shared values. “It’s not just tech—it’s a movement,” she says.
Elena, too, celebrates her diverse user base. Style DNA adapts to cultural nuances, recognizing that fashion is local, personal, and emotional. Whether it’s integrating more local retailers or refining style definitions by region, her platform respects the global tapestry of personal style.
Leading with Conviction: The Power of Women in Fashion-Tech
Both women have faced the dual challenge of pioneering in male-dominated spaces—tech and venture capital—while elevating fashion as a serious and transformative industry. Julia notes, “Helping people dress better is still seen as frivolous, despite being a trillion-dollar market.” Her perseverance has been fueled by data, instinct, and the desire to build with purpose.
Elena’s courage lies in leaving behind a corporate career to build something radically human-centered. She’s learned that longevity in tech depends not on flashy features, but on everyday usefulness and emotional intelligence. “Retention comes from daily value—what should I wear, how do I build my wardrobe?” she says.
Dressing the Future, One Choice at a Time
Elena Volkova and Julia Dietmar are reshaping fashion from the inside out. Through platforms built on empathy, intelligence, and innovation, they’ve proven that style isn’t just about what you wear—it’s about how you live, how you consume, and how you connect. For anyone seeking to dress with meaning, their stories offer inspiration and a path forward.
