Neuono is the newest brand in the THDR Group, and it launched on 9 June 2025 at London Tech Week. It has been described as the world's first AI led fashion label. Since the launch it has been covered on Sunrise on Channel 7 and by Forbes Australia.
The short version of what it does: you upload a selfie and start shopping, except the clothes do not exist yet.
How it works
The app reads your physical characteristics, your style preferences and what is happening in fashion at the moment, and generates garments from that. You type a prompt, something like "launch party dress" or "beach wedding outfit", and it designs against it, presenting the result on a model built to mirror your own characteristics rather than a studio one.
From there you refine. Colour, silhouette, length, whatever is not right. Then you complete a body scan so the garment can be cut to you, place the order, and it is manufactured and delivered.
The engine underneath is called SenseThread, built in house on top of foundational models from OpenAI and Google. It weighs your measurements against your stated preferences, where you are, the weather there and live trend data, which is why two people typing the same prompt do not end up with the same garment. For a single jacket it can draw on more than 70 billion combinations of fabric, lining, thread and button. Across the full range, THDR puts the number of possible builds at 16 quadrillion.
An average garment lands around $400 and takes about four weeks, because nothing exists until somebody orders it. That is the other half of the argument: no warehouse, no season, no leftovers.
The measurement part
The scan is the piece that connects Neuono back to what we do here. A front and a side capture produce more than 100 data points and a personal size, which the company puts at 97.5% accurate, measured across upwards of 20,000 completed scans. That replaces the small, medium and large problem entirely, and it is the same underlying idea as the Pocket Tailor: get the measurements right on a phone and the rest of made to measure becomes possible at a distance.
The app is on Google Play and the Apple App Store, live in Australia, the United Kingdom and the United States.
Where we have shown it
Two stages so far, and they were not the same kind of room.
London Tech Week came first, in June. Neuono launched there on the opening day, in front of a technology audience rather than a fashion one, which is a strange place to put a clothing label and more or less the point of it.
New York Fashion Week came in September. The collection went down the runway, billed as the world's first AI led fashion collection, and the film from that week passed 2.7 million views on YouTube inside a fortnight. A trade show and a runway are different tests, and it is useful that it has now had both.
Every THEODORE garment is cut to your own measurements. Book an appointment at the studio, at a touring fitting, or over video.