Privacy Policy
Last updated 21 October 2026
Who we are
This policy covers the What to Wear app (also listed in the stores as "W2W: What 2 Wear") and our website, whattowearapp.com. Our website used to be fashiondecider.com.
The app and website are run by Fashion decider ("we", "us", "our"), based at Belmont Works, 4 Belmont Row, Birmingham B7 7RQ, United Kingdom. We are the "controller" of your personal data. That means we decide why and how it is used.
If you do not agree with this policy, please do not use the app. If anything here is unclear, email us at [email protected].
What we collect
We only collect what the app needs to work. Here is the full list.
Your account
- Your email address and a password, if you sign up with email. The password is handled by Google Firebase. We never see it in plain text.
- If you sign in with Apple or Google, we get your name and email address from them. If you choose Apple's "Hide My Email", we get a private relay address instead.
- A user ID that identifies your account.
Your profile
- Your display name.
- The style you pick (masculine, feminine or androgynous), the "vibes" you like, and the kinds of events you dress for.
- Your time zone, so reminders arrive at the right time.
We do not ask for your age, date of birth, body measurements or gender. Older versions of the app stored a gender setting. That setting is part of your profile and is deleted with it.
Your wardrobe
- Photos of your clothes, and the cut-out image we make from each one.
- Details about each item, such as its type, colour, pattern and fabric.
- Outfits you save, favourites, outfits you plan for future days, what you wore and when (your wear log), and trips and packing lists.
- How you react to suggestions, for example when you skip one and the reason you give.
This is stored on your phone, and a backup copy is stored on our servers. See "Where your data lives".
Your location, for the weather
If you allow it, the app uses your phone's location while you are using it. We use a low-accuracy reading, about the level of your town or neighbourhood. We use it only to get the weather where you are. If you do not allow location, we guess your rough area from your IP address. If that fails, we use London.
In some versions of the app, we save your last known location on your profile on our servers, so the next suggestion can use it.
Purchases
If you subscribe, we learn which plan you have, when it started, and whether it is active. Apple or Google take the payment. We never see your card details.
Notifications
If you allow notifications, we store a push token for your phone, the type of phone (iPhone or Android) and your user ID. This lets us send reminders.
How you use the app
The app uses Google Analytics for Firebase. It records which screens you open and which features you use (for example adding an item, planning an outfit or logging a wear), plus your device type, app version, country and language. It is linked to your user ID. It never includes your item names, notes, photos or anything you type.
Our servers also keep short technical logs when the app talks to them. These include your IP address, the time, what was asked for and any errors. We use them to keep the service running and safe.
We do not use crash-reporting tools, advertising tools, or tracking across other companies' apps and websites.
Feedback you send in the app
If you use Settings → Feedback, we store your message on our servers. With it we keep the kind of feedback you picked (if any), your user ID, the app version, your type of phone (iPhone or Android) and its system version, and the time you sent it. We keep your email address with it only if you turn on "You can email me back".
Messages you send us
If you email us or use our account deletion form (or the feedback form older versions of the app used), we keep what you send, including your email address.
Phone permissions
The app may ask to use your camera, your photo library, your location (only while the app is open) and notifications. Each is optional. You can turn any of them off in your phone's settings. Some features will stop working if you do.
Sensitive information
We do not ask for sensitive information, such as health, religion or ethnic origin. We do not use face recognition. A photo of clothing may show part of a person. We only use it to cut out and describe the item, and to back up your wardrobe.
Information from other companies
We get some information from others. This includes your name and email from Apple or Google if you sign in with them, your subscription status from Apple, Google and RevenueCat, and the weather for your area from our weather providers.
Please keep your account details accurate, and update them if they change.
How we use it
- To run your account. To create it, sign you in and keep it working.
- To give you outfit suggestions. We combine your clothes, the weather, your style choices, what you wore recently and what you skipped before.
- To build your wardrobe. We cut out each item from its photo and work out what it is.
- To save your outfits, plans, wear log and trips, and to restore them on a new phone.
- To handle your subscription and the limits of the free plan.
- To send reminders, such as a daily "today's outfit is ready" note and a weekly reset message. You can turn these off.
- To understand and improve the app, for example to see which features people use and fix what is broken.
- To read your feedback, fix what you report, and reply if you asked us to.
- To answer you when you contact us.
- To keep the service safe, stop abuse and fraud, and meet our legal duties.
- To protect someone's life or safety in an emergency.
Suggestions are made automatically. They do not have any legal effect on you or anything of similar weight. You are always free to ignore them.
Where your data lives
- On your phone. The app keeps your wardrobe on your phone: your photos, item details, outfits, plans, wear log and packing lists. The app works from this copy.
- A backup on our servers. The app also sends a backup copy to our servers: your items, outfits, plans, wear log, packing lists and one image per item. That image is the cut-out. If we could not make a cut-out, it is your photo instead, so you still have a picture. When you sign in on a new phone, the app uses the backup to put your wardrobe back. Restoring is free.
- Older versions of the app keep your wardrobe on our servers instead, including your suggestion history, and show it to you from there.
Your account, profile and any feedback you send are kept on our servers. Images are stored with Amazon Web Services in London.
How we handle your photos
When you add an item, this is what happens to the photo:
- The photo is sent from your phone to our servers.
- We remove the background on our own servers, to make a clean cut-out of the item.
- We send the photo to Google's Gemini AI model, through Google Cloud Vertex AI. It reads the item's type, colour and other details. This runs in the United States. We do not send your name or email with it.
- We keep the cut-out and a smaller copy of the original photo (at most 2048 pixels on its long side) as your backup, so your wardrobe can be restored on a new phone. The app also keeps your photo on your phone.
If the cut-out fails, the backup keeps your photo in its place. See "Where your data lives".
We also use Gemini to help make outfit suggestions and to review outfits you put together yourself. For this, we send descriptions of your items, the weather, your style choices, what you wore recently and why you skipped past suggestions. We do not send your name or email.
Google acts as our service provider for this. Under its Google Cloud terms, it may only use the data to provide the service to us, and does not use it to train its models.
If you add a picture by searching Google Images inside the app, Google sees that search, as it would in any browser.
Sending data outside the UK
We are in the UK. Some of our providers, such as Google and RevenueCat, process data in the United States and other countries. Those countries may not have the same data protection laws as the UK.
When we send data abroad, we use the safeguards UK and EU law allows. These include the UK-US "data bridge" for certified companies, the UK's International Data Transfer Addendum, and the EU's Standard Contractual Clauses. You can ask us for more detail.
Our legal reasons
If you are in the UK, the EEA or Switzerland, the law (UK GDPR, EU GDPR and Swiss law) says we must have a valid reason to use your data. We rely on these:
- To provide the service you asked for (contract). Your account, wardrobe, photo processing, suggestions, plans, backups and subscription.
- Your consent. Location, camera, photo library and notifications, which you allow on your phone. Analytics cookies on our website, where the law requires consent.
- Our legitimate interests. Understanding how the app is used, fixing problems, keeping the service secure and preventing abuse. We only rely on this when it does not override your rights.
- Legal duties. For example, keeping records for tax, or answering a lawful request from the authorities.
- Vital interests. To protect someone's life or safety.
You can withdraw your consent at any time. Turn the permission off in your phone's settings, or email us. This does not affect anything we did before you withdrew it. It also does not stop us using data where we have another valid reason.
Our website, cookies and analytics
Our website uses Google Tag Manager to load Google Analytics. Google Analytics uses cookies to count visits and see which pages people read. It may collect your IP address, browser, device and the pages you visit. We do not use cookies for advertising, and we do not let others show you ads based on visits to our site.
To stop Google Analytics tracking you on any website, use Google's opt-out tool: tools.google.com/dlpage/gaoptout. You can also block or delete cookies in your browser settings.
Do Not Track
Some browsers and phones can send a "Do Not Track" signal. There is no agreed standard for how to respond to it. So we do not respond to these signals at the moment. If a standard we must follow is agreed, we will explain it in a new version of this policy.
Signing in with Apple or Google
You can sign in with your Apple or Google account. If you do, we receive your name and email address from them. We use these only as this policy describes.
We do not control what Apple or Google do with your data. Please read their privacy policies to see how they use it and to set your privacy choices with them.
How long we keep it
We keep your data only as long as we need it for the reasons in this policy, or longer if the law requires it.
- Account, profile and wardrobe: while you have an account. We delete them when you delete your account.
- Original photos on our servers: a smaller copy is kept in your backup while you have an account. We delete it when you delete the item or your account.
- Backup copy: while you have an account. We delete it when you delete your account.
- Server logs: up to 90 days.
- App and website analytics: up to 14 months, in Google Analytics.
- Purchase records: as long as tax and accounting law requires, which in the UK is usually 6 years. Apple and Google keep their own payment records.
- Feedback, emails and form messages: up to 2 years after we last hear from you, unless we need them longer to deal with a dispute.
When we no longer need data, we delete it or make it anonymous. Copies in our backups are deleted as the backups expire. Until then, we keep them safe and do not use them for anything else.
Keeping it safe
We use sensible technical and organisational measures to protect your data. Data is encrypted when it travels between the app and our servers. Access to our systems is limited to people who need it.
But no system on the internet is 100% secure. We cannot promise that hackers or others will never get past our protections. We will do our best, but sending data over the internet is at your own risk. Please use the app on a device and network you trust.
Your rights
Depending on where you live, you may have the right to:
- ask whether we hold data about you, and get a copy of it;
- correct data that is wrong;
- have your data deleted;
- limit how we use it;
- object to how we use it, for example where we rely on legitimate interests;
- get your data in a format you can take to another service (data portability);
- not be subject to decisions made only by automated means that have legal or similarly serious effects;
- withdraw your consent at any time.
To use any of these rights, email [email protected]. We may ask you to confirm your identity first. We will reply within one month, or tell you if we need longer and why. It is free in most cases.
You can also see and change most of your data yourself in the app.
Complaints
We would like the chance to fix a problem first, so please contact us. You can also complain to a regulator:
- UK: the Information Commissioner's Office (ico.org.uk).
- EEA: the data protection authority in your country.
- Switzerland: the Federal Data Protection and Information Commissioner.
Deleting your account
You can ask us to delete your account at any time.
- In the app: go to Settings → Delete account. This opens our deletion form.
- By email: write to [email protected] from the email address on your account.
We will delete your account, profile, backup copy (wardrobe, photos, outfits, plans, wear log and trips), feedback and push token from our servers. We aim to do this within 30 days of your request. Backup copies are removed as the backups expire. We may keep a small amount of data where the law requires it, or to prevent fraud, settle disputes or enforce our terms.
Please note:
- Deleting the app from your phone does not delete your account or the backup on our servers. It does delete the copy on your phone.
- Deleting your account does not cancel your subscription. Cancel it in your App Store settings or Google Play settings.
If you live in the United States
Some US states give their residents extra privacy rights. These include California, Colorado, Connecticut, Delaware, Florida, Indiana, Iowa, Kentucky, Montana, New Hampshire, New Jersey, Oregon, Tennessee, Texas, Utah, Virginia and other states with similar laws.
What we have collected in the last 12 months
| Category | What it means for us |
|---|---|
| Identifiers | Name, email address, user ID, IP address, push token |
| Commercial information | Your subscription plan and status |
| Internet or other network activity | How you use the app and website |
| Geolocation | Approximate location, for the weather |
| Images | Photos of your clothes and their cut-outs |
| Inferences | Your style preferences, used to tailor suggestions |
| Sensitive personal information | None |
We collect these from you, from your device, and from the companies listed in "What we collect". We use them for the reasons in "How we use it". We keep them as set out in "How long we keep it". We disclose them only to the service providers in "Who we share it with", under written contracts.
We have not sold or shared personal information (including for targeted advertising) in the last 12 months. We will not sell or share it in the future. Using data for our own internal research and development is not a sale.
Your rights
Depending on your state, you may have the right to:
- know whether we process your data, and access it;
- correct it;
- delete it;
- get a copy of the data you gave us;
- opt out of targeted advertising, sale of data, or profiling with legal or similarly serious effects (we do none of these);
- get a list of the categories of third parties, or the specific third parties, we have disclosed data to;
- limit the use of sensitive data, and opt out of the collection of sensitive data or data from voice or face recognition (we collect none);
- not be treated differently for using any of these rights. We will not charge you more or give you a worse service.
How to make a request
Email [email protected], or write to us at the address in "Contact us".
Agents. You can ask someone else (an authorised agent) to make a request for you. We will ask for written, signed permission from you. We may refuse a request from an agent who cannot show they are authorised.
Checking it is you. We need to confirm you are the person the data is about. We will usually ask you to write from the email address on your account. If that is not enough, we may ask for a little more information. We use it only to check your identity.
Appeals. If we turn down your request, you can appeal by emailing us. We will tell you in writing what we decided and why. If we reject your appeal, you can complain to your state attorney general.
California "Shine the Light"
California residents can ask us, once a year and for free, for a list of the personal data we shared with others for their direct marketing in the last calendar year, and who they were. We do not share data for direct marketing. You can still ask in writing, using the details in "Contact us".
Canada, Australia, New Zealand and South Africa
Canada
We use your data with your consent. This may be express consent, or implied where it is reasonable (for example, using your wardrobe photos to build your wardrobe). You can withdraw your consent at any time by contacting us.
In some cases, Canadian law lets us use data without consent. For example:
- when it is clearly in your interest and we cannot get consent in time;
- to investigate or prevent fraud;
- for a business sale or transfer, under certain conditions;
- to identify an injured, ill or deceased person and contact their next of kin;
- if we believe someone is, or may be, a victim of financial abuse;
- to investigate a breach of an agreement or of the law, where asking for consent would defeat the purpose;
- to comply with a subpoena, warrant or court order;
- where the data is publicly available as defined by the regulations;
- in the other cases the law allows, such as insurance claims, data produced in someone's work, or journalistic, artistic or literary purposes.
You also have the rights listed in "Your rights", including access and correction.
Australia and New Zealand
We handle your data in line with Australia's Privacy Act 1988 and New Zealand's Privacy Act 2020. This policy explains what we collect, where it comes from, why, and who receives it.
If you choose not to give us the data we need, we may not be able to give you the service, answer your requests, manage your account, or confirm your identity and protect your account.
You can ask to see or correct your data at any time. See "Your rights". If you think we have broken the privacy rules, you can complain to the Office of the Australian Information Commissioner (oaic.gov.au) or the Office of the New Zealand Privacy Commissioner (privacy.org.nz).
South Africa
You can ask to see or correct your data at any time. See "Your rights". If you are not happy with how we handle a complaint, you can contact the Information Regulator (South Africa):
- General enquiries: [email protected]
- Complaints (complete POPIA/PAIA form 5): [email protected] and [email protected]
Children
The app is not for children under 13. We do not knowingly collect data from children under 13. If we learn that we have, we will delete it.
In some countries, such as parts of the EEA, the law sets a higher age (up to 16) before you can agree to data use on your own. If that applies to you, please use the app only with a parent's or guardian's consent.
If you think a child under 13 has given us their data, please email [email protected].
Changes to this policy
We may update this policy from time to time, for example when the app changes or the law does. The date at the top shows when it last changed. If we make an important change, we will tell you in the app, by email, or with a clear notice on this page. Please check back now and then.
Contact us
If you have questions about this policy or your data, contact us:
- Email: [email protected]. Our older address, [email protected], still reaches us.
- Post: Fashion decider, Belmont Works, 4 Belmont Row, Birmingham B7 7RQ, United Kingdom.