The Kooples pioneers Kleep's two-photo body scan

Founded in 2008 by brothers Alexandre, Laurent and Raphaël Elicha, The Kooples built its name on sharp, rock-influenced Parisian tailoring, slim blazers, silk shirts, leather and denim with an androgynous edge, marketed from the start around couples and worn by both. The brand scaled fast from Paris across Europe and beyond, becoming one of the defining French contemporary labels of its generation: accessible luxury with a precise silhouette, where the cut is the identity. That precision shapes the customer relationship, The Kooples' fits are deliberately sharp, and its shoppers buy the brand for exactly that sharpness, which leaves narrow tolerance for sizing error online. The house has also always been technologically restless for its size, treating the digital experience as a flagship rather than a catalogue. It is, in retrospect, exactly the profile of brand you would expect to be first through the door on a new generation of fit technology.

The Kooples wanted to move beyond questionnaires entirely. Declarative sizing flows, height, weight, a few preference questions, had taken the industry as far as approximation allows, but a tailored silhouette deserves what a tailor works from: actual measurements. The brand's ambition was to give every online shopper a fit profile as precise as a fitting-room session, without a tape measure, a store visit or a tedious form standing in the way. That was, at the time, a genuinely unsolved product problem: body-scanning approaches existed, but not in a form a fashion shopper would complete on a phone, mid-browse, in under a minute. Pioneering it carried the usual first-mover risks, unproven adoption, an experience no competitor could be benchmarked against, and the usual first-mover logic: whoever cracked measurement-grade sizing first would set the standard the category then had to chase.

The Kooples became the first brand live on Kleep's two-photo body scan, launching in December 2024. The experience distils body measurement to its minimum viable gesture: the shopper scans a QR code, takes two photos on their phone, and Kleep's computer-vision models, the product of research-lab-grade measurement science, return a full measurement profile in seconds. From there, every product page answers with a size calibrated to each garment's actual cut, the sharp tailoring modelled piece by piece, inside an interface white-labelled to The Kooples' monochrome codes and responding in under 250 milliseconds. No tape measure, no form-filling, no guesswork, a tailor's inputs captured at selfie speed. For the brand, the scan turned its defining constraint into its advantage: the sharper the silhouette, the more measurement precision pays, and The Kooples had just given every online customer a measured fitting.

The launch made The Kooples a first in French fashion retail, the brand that took photo-based, measurement-grade sizing from concept to production storefront, and the industry noticed: LSA, the French retail trade press of record, covered the deployment in January 2025. The more consequential result is what the pioneering proved. The two-photo scan validated at The Kooples became the backbone of Kleep's platform, since deployed across the portfolio, from ETAM's lingerie flow to Jules's denim wall to Lacoste's transatlantic rollout, and refined through body-scan research with the Mines de Paris and ENS Paris-Saclay laboratories. What was a first-mover bet in December 2024 is, by 2026, infrastructure serving a sizing flow every five seconds across 300+ live brands. The Kooples took the risk of going first; the category's direction of travel since has been the vindication.