Podcasting Accelerates Fashion Enterprise Establishment by Sophia Kianni and Phoebe Gates, Named Phia
In the bustling world of startups, Phia, a mobile app that uses AI to help online shoppers find the most affordable options, has made a name for itself through innovative marketing strategies. Co-founded by Sophia Kianni and Phoebe Gates, the duo has harnessed the power of AI and social media to create viral marketing videos, significantly boosting the startup's reach and visibility.
Kianni and Gates, who met as roommates at Stanford University, strategically used content and social media, employing AI tools like ChatGPT to study and replicate successful viral video formats. They analysed popular videos, dissecting the hook, structure, and flow, and tailored their scripts to suit Phia's brand messaging. This approach, known as "reverse engineering," has proven effective in crafting engaging founder videos and promotional content that resonates well on social media platforms.
The duo also co-hosts a podcast, *The Burnouts*, where they discuss their creative and marketing processes, further engaging their audience and building a community around their startup.
Phia's innovative use of AI and strategic social media marketing has allowed the startup to grow effectively, maximising reach and engagement without relying heavily on traditional marketing methods or external funding.
Meanwhile, in the realm of electronic dance music, John Summit, a Lister Lowdown-2024 Under 30 Music lister and DJ, is helping revive New York's dance music scene with his label, Experts Only. The label has announced a two-day electronic dance music festival set for September 20-21 on Randall's Island, with artists like Brazil's Roddy Lima, American DJ Kaskade, and John Summit himself on the lineup.
Phia has also secured partnerships with resale giants like eBay, The RealReal, and Poshmark, as well as retailers like Reformation and Prada. The startup's app is free for customers, offering a commission on each purchase made through its platform.
Sophia Kianni, a co-founder of Phia, made the Under 30 list in 2023 for her work with Climate Cardinals, while co-founder Phoebe Gates was recognised in 2024. The startup was founded by 2024 Under 30 Europe alumna Judit Giró Benet.
In the mental health sector, Patrick Gilligan, founder of Somethings, a peer-to-peer mental health platform, is a 2025 Under 30 Healthcare lister. Sara Blakely, founder of Spanx, had to promote her product manually on department store floors due to the lack of social media when she launched.
Lastly, Kalshi, a federally regulated betting platform, has solidified its unicorn status with a valuation of $2 billion after closing a $185 million funding round. Kalshi's founders, Tarek Mansour and Luana Lopes Lara, made the Under 30 Finance list in 2022.
These startups, each with their unique offerings and strategies, are making waves in their respective industries, showcasing the power of innovation, strategic thinking, and the right mix of technology and human touch.
- As a testament to their entrepreneurship in the fashion industry, Sophia Kianni and Phoebe Gates, co-founders of Phia, have also launched a podcast titled "The Burnouts" to discuss their creative process and marketing strategies, further engaging their audience and building a community around their startup.
- In the realm of business and technology, the creators of Kalshi, a federally regulated betting platform, have achieved unicorn status with a valuation of $2 billion, solidifying their position on the Under 30 Finance list in 2022, demonstrating the power of innovation in the finance sector.
- Meanwhile, in the fashion-and-beauty industry, Phia has secured partnerships with resale platforms like eBay, The RealReal, and Poshmark, as well as retailers such as Reformation and Prada, expanding its reach and offering a new avenue for fast fashion, retail, resale, secondhand, and shopping enthusiasts, leveraging AI to provide a seamless shopping experience.
