Phoebe Gates and Sophia Kianni Used Gen Z Methods to Raise $8M for Phia
Phoebe Gates and Sophia Kianni used Gen Z methods to raise $8M for Phia, their buzzy new fashion startup that’s already making waves in the e-commerce world. The app, launched in April, has quickly captured attention from both investors and young shoppers eager for smarter ways to shop online.
Image Credits:Zhamak Fullad
What is Phia?
Phia is a mobile app and browser extension that works like a “Google Flights for fashion.” It scans the web to compare prices across hundreds of retailers, helping users find the best deal on trending clothing and accessories.
The startup’s mission is simple: make online shopping easier, smarter, and more accessible for everyone. As Gates put it, the future of fashion is about unlocking access to products that were once out of reach.
Backed by Big Names
Phia isn’t just a passion project — it’s a fast-scaling startup. In September, the team announced its $8 million seed round, raised in just three and a half weeks. The round was led by Kleiner Perkins and included high-profile investors like Kris Jenner and Hailey Bieber.
The speed of the raise highlights how Gen Z founders like Gates and Kianni are redefining fundraising. By leaning on storytelling, authenticity, and digital-first strategies, they’ve tapped into cultural relevance that resonates with both investors and their generation of consumers.
Why Gen Z Methods Work
For Gen Z founders, community and authenticity matter as much as the product itself. Gates and Kianni leveraged social media, digital networks, and influencer-driven storytelling to capture attention — a playbook that feels natural to their generation but disruptive to traditional startup fundraising.
This approach isn’t just about raising capital. It’s also about building a loyal user base. Phia already counts over 500,000 users just months after launch, proving that Gen Z strategies can accelerate both growth and investor interest.
What’s Next for Phia?
Phia has recently rolled out an upgraded search feature that scans over 300 million fashion items. The new experience allows users to track past purchases, discover new items, and create a seamless shopping journey all in one place.
With investors, celebrities, and users already backing the app, Phia is positioning itself as a next-generation e-commerce tool. And with Gates and Kianni at the helm, it’s clear the startup will continue to use Gen Z innovation to stay ahead of the curve.
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