Daydream, an AI-driven fashion discovery app, announced two new iPhone features on Monday that allow users to convert saved outfit photos into shoppable suggestions and to search for clothing and accessories using Siri without opening the app.
Both features were built using Apple’s iOS 27 developer tools, which Apple rolled out today. To use either function, users need an iPhone running iOS 27 with Siri AI enabled and the Daydream app installed; the app is free to download on iOS devices.
Shoppable images from the Photos app
The first feature leverages Apple’s image-context capabilities to analyze images stored in the Photos app. Daydream identifies individual pieces in an outfit and surfaces shoppable matches and visually similar styles from its catalog of roughly 3 million products.
A screenshot of an outfit saved from Instagram or Pinterest can serve as the basis for a shopping search. Daydream breaks the image into relevant items — for example, a sweater, pants, shoes, or accessories — and matches them to products available through its collection. If the exact item from the photo is still available, Daydream can link back to the retailer selling it; if it’s no longer available, the app will show similar alternatives.
The system also accepts modification requests based on the image. "I like this sweater but want it in red," is an example of a user request Daydream can understand, Julie Bornstein, co-founder and CEO of Daydream, told TechCrunch.
Siri-powered natural-language search
The second feature is a Siri-powered natural-language search: users can make requests by voice or text through Siri without opening the Daydream app. For instance, a user might say, “Hey, Siri, search Daydream for a cool blazer for my board meeting on Monday,” and Daydream will return personalized results.
Bornstein noted that results can be made more personalized if users complete Daydream’s "Style Passport," which asks for details such as sizes, preferred brands, personal style, and budget.
Market context and long-term aims
Daydream joins a growing set of AI shopping tools intended to rethink product discovery, alongside larger players such as Google and Amazon, and smaller firms like Onton and Alta. Bornstein argues Daydream’s new features stand out because many visual-search tools lack fashion-category expertise and thus return less accurate or less credible results.
The company positions these launches as part of a broader plan to build an AI shopping agent. Daydream sees the new features not merely as isolated tools but as steps toward an assistant that understands a user’s style well enough to operate across all the places they discover products, not only within a single app.
"This is one step toward the bigger vision, [which is] a shopping agent that understands someone’s style well enough to work across every surface in their life, not just on one surface," Bornstein said. "Expect us to keep going deeper into on-device intelligence and further into the everyday moments where people are already discovering things they want."
User and retail footprint
Daydream launched its app last year and says it now has more than 1.5 million shoppers browsing products from over 325 retailers and 10,000 brands. Its retail roster includes brands such as Anthropologie, Dolce & Gabbana, Uniqlo, J.Crew, Reformation, Gucci, and Nordstrom.
To use the new features, users must have an iPhone with iOS 27, enable Siri AI, and install the Daydream app.
