Amazon’s Echo Look first hit the scene last April as a fashion-forward product that also includes Alexa Voice Services. Since its release, Amazon has unveiled a handful of new Echo devices, seen increased competition from Google and Apple, and has added a host of new voice-enabled skills. During that busy stretch, we’ve not heard much about Echo Look and what’s ahead of the camera-wielding device.

Today, a new report from Digiday says that Vogue and GQ will now be testing new content in partnership with Echo Look. This is the first notable news that we’ve heard about this device in some time, which has seen meager sales to date. Bringing in two of the biggest names in fashion might change the course for ambiguous Alexa accessory.

One reason that Echo Look has largely flown under the radar is Amazon’s continued invitation-only purchase option. By controlling who owns the device, Amazon has been able to keep any criticisms largely under wraps.

In fact, the listing online doesn’t even offer any reviews for this device. It’s unclear what Amazon’s long-term plans are for Echo Look at this time or if it will ever be available to purchase (without stipulations) like its other Alexa-enabled devices.

The new partnership with Vogue and GQ is centered around delivering feedback on outfits. Here’s how it will work. First, you’ll take a selfie with Echo Look and the image will be sent off with feedback given in return on your style. Doing so will also enable access to special content from Vogue and GQ that would otherwise not be available.

Condé Nast is serving as the content curator for both of these well-known brands in partnership with Amazon. New content will be made available weekly, in hopes of enticing users to upload more photos. GQ plans on pushing celebrity-focused content at the beginning, as that’s one of its strong-points. Users will be able to compare outfits within the GQ app, along with unlocking new stories and videos.

Echo Look was also recently updated with new voice recognition features that allow multiple users to call upon Alexa. A new Collections tool also creates curated catalogues of outfits by item, designer, color or occasion. This is in addition to Look’s main feature – Style Check – that uses machine learning algorithms to grade outfits. Of course, there’s all of the usual tricks that we’ve come to know from Alexa’s vast library of skills, too.

Echo Look is currently available via Amazon for $199.99 through invitation only.

Source: Digiday

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