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Service Design (MA)

Zoe Jia Xiong

What is DRIP

DRIP is like Spotify for fashion, offering a freemium service that empowers users to discover, curate, and manage their fashion style and identity. Fuelled by curatorial integrity and a personalised AI engine, in its simplest form users can search for fashion items and create playlists in our mobile or web app.

The mission of DRIP is to foster a community of forward-thinking early adopters in fashion. Together, we promote confidence, and clarity in fashion choices while uplifting small community-based brands that challenge the fashion industry's norms.

DRIP also helps fashion brands find potential customers organically online with a system where the customers come to them. No longer will brands struggle for exposure online or spend fortunes on marketing, with DRIP’s curated edits and personalisation the customers find their products, style them together and purchase or rent with confidence.

Theory of change

IF: We can increase the time spent by fashion consumers building self-confidence and experimenting pre-purchase, through digitally discovering, curating and managing their style, identity and clothing

AND: enable consumers to find and support small community-based brands

THEN: All stakeholders will be empowered to make more informed and responsible choices

AND: therefore consume, produce less and contribute to a more sustainable future for the fashion industry.


As a transformative service that delivers value while driving positive change in an underserved part of the industry, DRIP intends to combat the detrimental effects of fast fashion, reduce waste caused by overconsumption and challenge the systemic issue of labour exploitation, by shifting how fashion brands retail and elevating small ethically-minded brands.

DRIP is shaping a new fashion future. Doing away with fashion retail's ever-changing seasons and stock churn and encouraging iconic products, seasonless collections and sustainable business models - from made-to-order to second-hand and rental. With DRIP we hope to design a podium that ushers in systemic change.

Medium: Retail-as-a-Service Platform

"I’m not made for a podium, but I’ll design a podium that ushers in systemic change.”  - Virgil Abloh
What is it?
Our User research reveals 4 key behavioural archetypes. People evolve from freestylers in their teens to chameleons or expressionists in their 20s, and eventually become orchestrators in their 30s and beyond. These transitions are influenced by trial and error, life events, and work demands. However, real-life journeys are complex, and we observe fluid interchangeability among archetypal behaviours, influenced by factors such as mood, daily needs, and different occasions.
Our mission is to combat the detrimental effects of fast fashion, reduce waste caused by overconsumption and challenge the systemic issue of labour exploitation. To contribute to a better future… we align ourselves with brands and designers who prioritize ownership, embrace de-growth, and adopt circular fashion practices. We strive to build confidence among wearers and makers by promoting the longevity of products and fostering a culture of re-wearing.
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We created a mock-up for the application to bring DRIP to life.
enables more sustainable choices in fashion,developing people’s identity and supporting smaller,ethically focused fashion brands

I doodle, I take pictures, I record videos, I make sculptures. I am a service designer with a background in contemporary art (Bachelor of Fine Art st School of the Art Institute of Chicago). Born in Beijing, thrived in Chicago, and based in London.

I am a maker that loves to create things that bring happiness to people through my design and my art. 

Zoe Xiong

Living in an era where all things are intertwined either directly or indirectly, the answers to many issues lie in service design, and design endows me with the ability to change people’s life. I see designing as a tool for me to better understand the world and help me to connect with other people through a better lens.

I create, therefore I am.