‘It’s the fashion equivalent of Deliveroo’: The new ‘fast fashion’ app you should know about

Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more SIGN UP I would like to be emailed about offers, events and updates from The Independent. “Four years ago, my sister called me saying she’d been let down by a late delivery and had a big event on the same day,” says Simone Oloman, co-founder of NIFT. “We don’t partner with the Zara’s of the world – we never will,” says Simone, “We have worked very closely with personal shoppers which has really helped us determine what brands we should be going after.” The app started in London, offering a range of big brands such as GANNI, Farm Rio and Chinti & Parker, alongside small independent boutiques from across the city. “It’s good to be a place for sourcing the hidden gems,” says Simone, “because yes it’s about fast delivery, but it’s also about discovering new brands.” In order to find suitable brands to partner with, Simone said she initially walked around the city streets, “literally mapping out London to see where the best boutiques were”. “The beauty of partnering with boutiques means they have lovely little bits like Bella Freud candles, Elizabeth Scarlett sets, bespoke hampers,” says Simone, “We even had someone order a carafe on 90-minute delivery!” So whether you’re a fashion fanatic or forgot to buy your Secret Santa present – NIFT may just be the app your home screen is missing.