Privacy Policy

Last updated: 8 September 2026

wtw is operated by MP Labs Ltd, the controller responsible for your personal information. Contact privacy@wtw.fashion about this notice or your privacy rights. For app help, contact support@wtw.fashion.

wtw is being developed as an invitation-only service for adults aged 18 and over in the UK. This notice explains the website and the app features available to you. Features described here may be unavailable during the beta. We ask for the relevant consent before collecting likeness photographs or enabling their use.

Account and activity information

When you use Apple or Google sign-in, our authentication provider, Supabase, receives the account identifier and basic information you authorise, which can include your email address, name and profile image. Apple may provide a private relay email address. We do not receive your Apple or Google password or request access to your email messages, contacts, calendars or files.

We process your chosen name and handle, adult-eligibility confirmation, appearance information you approve, consent choices, friendships, event attendance, selected outfits, saved items, hearts, reports, blocks and settings. If you enable notifications, we use your device notification token and preferences. Shopping-link receipts record the product, event or photo context and click time; they do not prove that you made a purchase.

Your likeness and facial information

With your explicit consent, wtw captures reference photographs of you during onboarding. We reuse those references to generate your event photos, so you do not upload a new selfie for every event. You must only provide photographs of yourself.

We analyse face and body pose, visible clothing and the appearance details you approve to check reference quality, generate your requested photos and assess whether the result resembles you and the selected garments. Facial comparison creates numerical facial features, sometimes called embeddings, and compares reference and generated faces. This can involve special-category biometric data. It is used for the likeness service and its quality checks, not to identify strangers or infer your ethnicity, health or other sensitive traits.

Original references are stored privately in encrypted Google Cloud storage using a customer-managed encryption key. Our facial comparison service processes embeddings in memory and does not return or log raw embeddings. If a feature needs to retain facial embeddings, they must remain in the same protected likeness storage. Brands do not receive your original selfies or facial embeddings.

Google Cloud processes the references and prompts needed for image generation, optional appearance suggestions and quality checks. Automated assessments can be wrong, and generated photos may not accurately represent you, a product or how it fits. You can review your appearance details and report or remove photos.

Consent and the reasons we process data

• Providing your account and requested app features: performance of our agreement with you, including authentication, outfits, events and saved items.
• Likeness generation and facial comparison: your consent, including explicit consent for special-category biometric processing. We record when and what you consented to.
• Group photos and brand demonstrations: separate choices. Group images use only participating accounts’ stored references and applicable event/group consent. A private brand demonstration involving your likeness needs a separate demo opt-in.
• Security, moderation, reliability and support: our legitimate interests in protecting users, resolving problems and operating a safe service, balanced against your rights.
• Legal requirements: compliance with applicable obligations and handling legal claims.

You can withdraw likeness consent through the app’s privacy/deletion controls or by emailing us. Withdrawal stops future authorised likeness use and starts deletion of the relevant data; it does not make earlier processing unlawful. The photo-generation feature cannot operate without your likeness consent. Declining a separate group or demo choice does not authorise that use.

Who can see your information

Your event photos, chosen name, outfit and relevant reactions can be visible to other users through the event album and social features. Group participants may appear together. Sharing controls affect whether a photo can be exported; people may still save screenshots or copies outside our control. Check the audience and settings before joining or sharing.

Retailer links take you to another website. Retailers and any disclosed affiliate provider process visits or purchases under their own notices. We do not send them your original likeness references. Where a brand demo is separately authorised, the brand receives the generated demonstration content, not your private reference photographs.

Providers and international processing

We use Google Cloud for application hosting, private storage and AI processing; Supabase for the database and authentication; Cloudflare for DNS and website delivery; Google Workspace for support email; and Apple for sign-in and push delivery. Google and Apple also process sign-in data under their own privacy notices.

Our primary app storage and database are configured in London. AI services may use global endpoints, and providers’ support and subprocessors may process information outside the UK. London storage does not mean every operation stays in the UK. Where required, international processing is subject to applicable transfer safeguards, such as approved contractual terms. Contact us for details of the safeguards relevant to your information.

We do not sell your facial data or use your reference photographs to train our own general-purpose AI models. This is not a promise that every provider retains no operational or abuse-prevention data; their service terms and the applicable processing arrangements govern that processing.

Retention and deletion

We keep your active account, approved references and app records for as long as needed to provide your chosen features. You can request deletion of your likeness or your account. Deletion makes affected photos unavailable in the app and queues the underlying deletion work. Our likeness-deletion deadline is within 30 days of the request. Restricted recovery copies can remain temporarily; Google Cloud likeness storage currently has a seven-day soft-delete recovery period.

Product-click receipts have a 90-day expiry and are removed by scheduled maintenance. Security, consent, support and deletion records may need to be kept longer where necessary to investigate incidents, demonstrate consent or fulfil legal obligations; retention depends on those purposes. Provider backups expire under their recovery schedules. We cannot delete copies another person has independently saved or data a retailer controls.

Website and device storage

These public information pages set no advertising or analytics cookies. Hosting providers process technical request information, such as IP address, time and browser details, to deliver and secure the pages. The app stores authentication tokens in device-only Keychain storage and uses necessary local state to keep you signed in. Apple and Google may use their own storage during sign-in.

Your rights and complaints

Depending on the circumstances, you may request access, correction, deletion, restriction or portability, object to processing based on legitimate interests, and withdraw consent. Email privacy@wtw.fashion. We may need to verify your identity. Revoking Apple or Google access does not itself delete your wtw records.

You can complain to the UK Information Commissioner’s Office. Please also contact us so we can try to resolve your concern.

Children and updates

wtw is not offered to under-18s. Do not submit a child’s likeness. If you believe we have collected a child’s information, contact us so we can investigate and remove it where appropriate.

We will update this notice when our practices change and notify you of material changes where required. A new use requiring consent will not be authorised merely by updating this page.