How Lumoo used Lovable to transform fashion content from the inside out

TL;DR

Builders: Henrik Skagerlind Fasth and Peter Thörngren, Sweden
What they built: A centralized AI-native content creation platform for fashion and retail brands, integrating virtual try-on, B2B sell-in tools, localization, and automated brand modeling.
Impact: €700k ARR in 9 months, targeting €1M ARR by end of year 2025. 15+ customer brands, including Gant, AWNR Group, Zoovillage, Brothers, and more.
Why it matters: Fixing the fashion industry’s fractured content workflows and reducing wasted spend in order returns and production costs.

Builder Background

Henrik and Peter first worked together eight years ago at a Swedish retail technology company building digital in-store experiences for brands like Axel Arigato and Bestseller.

Henrik transitioned from a career as a pro athlete into product management, holding roles in FinTech before moving into FashionTech. Peter worked on the brand-side of sales leadership, and witnessed the industry's technological limitations first hand, from costly photoshoots to siloed marketing systems.

Peter actually comes from the brand side. He has experienced all the challenges those brands have when it comes to tech and broken chains and possibilities.

Together they have 25 years of combined fashion and retail experience and 15 years in commercializing technology solutions — a combination that gives them both operational depth and an industry perspective to solve legacy challenges.

When Henrik discovered Lovable in its early days as GPT Engineer, he began experimenting by building virtual clothing try-on tools. Early prototyping made Henrik realize the potential could extended beyond single feature solutions.

The duo saw the opportunity to build a unified content creation platform that could serve as a brand’s content engine.

What was first a brand content image creation tool, quickly evolved into a centralizing content creation and operations platform, now called Lumoo.

The Build: Lumoo

After years of watching fashion brands struggle with siloed departments and disconnected tools, Henrik and Peter identified a fundamental problem plaguing the industry.

There are no unified content creation workflows for these brands. Marketing uses one tool, designers another, and on and on.

This fragmentation creates massive inefficiencies. Duplicated work across departments, inability to share or leverage existing content, and assets scattered across Dropbox folders, SharePoint, Canva, ChatGPT, and Mid Journey with no central coordination. Nothing talks to each other.

The consequences to brands are severe. Enormous costs, multiple teams creating duplicative work, and expensive photo shoots that limit global personalization potential. Not to mention a high volume of return orders due to inaccurate product representation.

In a low-margin industry, these inefficiencies cost brands millions every year.

What is needed is a unified platform that integrates at the core of the business, not another top layer of tools scattered across departments.

<iframe width="100%" height="315" src="https://www.youtube.com/embed/20A6rnM6x7o?si=15MRkcd8P2SJEJOU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Built entirely on Lovable, Lumoo integrates directly with ERP and e-commerce systems, and runs on 30 AI models working in sync to generate brand-aligned content at scale.

The platform and functionality is developed by me, but 100% powered by Lovable. This would have taken a minimum of two years to develop in another way. And then we’re not even talking about the dramatic difference in cost.

Features & Functionality

Lumoo has emerged as a comprehensive platform integrating multiple AI capabilities:

ID generates customizable AI models with precise brand control over demographics, measurements, and style.
VTO transforms static product images into dynamic model photography, creating styled visuals that show how garments actually fit different body types and sizes.
Alive converts design sketches directly into photorealistic product visualizations, before samples exist.
Flow creates dynamic video content and visual experiences from static assets.
StoryLook generates complete lookbooks with AI-driven layouts, backgrounds, and brand-aligned visuals.
Localization tools swap models, languages, and creative assets for region-specific campaigns.

Results

Since launch in February 2025, Lumoo has achieved swift commercial success:

Reached €700K ARR in 9 months, targeting €1M ARR by November 2025
Signed clients including Gant, Brothers, Johnels, Zoovillage, and AWNR Group
Pre-seed funding round in progress with strong investor interest
Enterprise rollout with AWN Group (60 companies across Germany, Austria, Belgium) planned in 2026
Global expansion prospects across Australia, America, and Asia

For clients like Gant, Lumoo has fundamentally transformed their B2B sales process. Instead of selling future collections based on sketches, they can now present photorealistic visualizations.

Sales today are maybe 60% sold on sketches alone. Now brands can see how it will actually look.

The impact goes beyond improved garment sales. By enabling accurate size visualization, Lumoo addresses the industry's massive order returns problem.

Lumoo's environmental impact is significant too, reducing the waste from traditional sample production cycles.

We haven't even scratched the surface on this yet, but the emission and environmental impact will be significant now that we can produce more accurate garments and reduce shipping samples back and forth to factories.

Why Lovable Made the Difference

Henrik built the entire Lumoo platform by using Lovable. The platform integrates approximately 30 AI models working in synchronization, with the flexibility to swap models based on regional requirements—switching from OpenAI to DeepSeek for Asian markets, for example.

Traditional software development would have required years and massive capital investment.

I have received comments from people that have been working with Lovable or are developers by trade, and they’ve said this is by far the most complex Lovable project they have seen. It really shows just how far you can go with Lovable.

For Henrik, Lovable unlocked a new level of creative technical expression and possibility.

Lovable has opened a door for my creative and architectural brain to work together. It allows me to create at the same speed as I think and that feels revolutionary.

Lessons & Builder Tips

From Henrik and Peter's experience building Lumoo:

Industry expertise is as valuable as technical skill: "Understanding the real problems from years inside the industry was crucial for disrupting legacy issues and building the right solution."
Think through the entire problem area: "We knew a unified content creation platform that could be integrated at the core of businesses was what was needed, not a single-point solution."
Speed is still a competitive advantage, but speed in the right direction is everything: “Using Lovable allowed us to build quickly, but we also tested and iterated in order to deliver a compelling solution to customers.

What’s Next

As competitors struggle with outdated processes, Lumoo is positioning itself at the forefront of fashion technology's next evolution. By building with Lovable, they’ve secured a first-mover advantage in a slow-to-change industry.

With their pre-seed round in sight and recent hires including a Founding Engineer, Henrik and Peter are scaling both the Lumoo technology and team to meet growing global demand.