New fashion technology company Zelig announced it has secured $15 million in Series A funding to support the launch of its AI-powered virtual try-on and styling technology (VTO-S). International financial services firm Hilco Global led the funding round, joined by global luxury investor Bezikian Zareh, which brings the company to a $100 million valuation.

Launched by MadaLuxe Group co-founders Sandy Sholl and Adam Freede, who have been privately funding Zelig's development for three years, Zelig will use the capital to deepen its personalization capabilities and build out additional features.