Privacy Policy
Policy version v1 · Effective 18 July 2026
This policy explains what happens to your photo when you use the fesch virtual try-on on a store. The short version: your photo is used only to render your try-on, it is processed and stored exclusively in the European Union, and it is deleted automatically after 72 hours.
This policy also explains how we email stores that use fesch and how we use publicly available business contact details when contacting stores about fesch. Both sections were last updated on 17 October 2026.
Who is responsible for shopper photos
The try-on feature is provided by fesch (the app operator) on behalf of the store you are shopping in. The store (merchant) is the data controller for your personal data; fesch acts as its data processor under a Data Processing Agreement. You can contact the store directly, or reach fesch at privacy@fesch.app.
What we process
- Your photo: the picture you upload or take to try a garment on.
- The product image: the garment picture from the store's product page.
- The generated try-on image ("render"): the preview of you wearing the garment.
- An anonymous shopper token: a random identifier created in your browser. It is not linked to your name, email, or any store account, and it does not follow you across other stores.
- A consent record: when you agree to this policy before uploading, we store the anonymous token, the store's domain, the policy version you agreed to, and a timestamp. A hashed (non-reversible) form of your IP address may be stored with this record as proof of consent.
For shopper try-ons, we do not collect your name, email address, or account details, and we do not perform face recognition, biometric identification, or any matching of your photo against other people's photos.
Why we process it
To render your virtual try-on preview. Optional widget analytics are described below. Before generation, an automated check verifies that the photo is usable for try-on (a single clothed adult, suitable framing); photos that fail this check are rejected and never sent to the image-generation provider. The legal basis is your consent, which you give in the widget before your photo leaves your browser.
Optional widget analytics
We send widget usage events to PostHog, Inc., using PostHog EU Cloud in Frankfurt, Germany, only when Shopify's Customer Privacy API allows analytics for your visit. These events include a random identifier held only in page memory, the store domain, product reference, timestamp, and interactions such as opening the fitting room or completing a try-on. They contain no photos or renders. Network requests also expose your IP address to the receiving service; we disable GeoIP enrichment in events. We do not create a persistent analytics identifier or use analytics cookies. Analytics stop when Shopify reports that permission has been withdrawn. Your store's privacy controls manage this choice, separately from your agreement to upload a photo. Try-on works without analytics.
A shopper token and saved-photo information are stored locally when you open the fitting room, to operate the try-on you request and remember your photo and results. They are not used as analytics identifiers.
Where it is processed
The entire photo path runs inside the European Union: storage and hosting on AWS in Frankfurt, Germany (eu-central-1), the automated photo check on Amazon Bedrock restricted to EU regions, database records on Supabase in Frankfurt, and image generation via Black Forest Labs' EU endpoint. The full list of subprocessors is on the DPA & subprocessors page.
How long we keep it
- Photos and renders: deleted automatically after 72 hours. Deletion is enforced by storage lifecycle rules, not a manual process. Photos are encrypted at rest.
- Consent records and pseudonymous try-on records (anonymous token, store domain, product reference, job status) are kept while the store uses the app, as proof of consent and to operate the service. They contain no images. They are deleted when the store uninstalls the app.
Your choices and rights
- Remove your photo at any time: tap "Remove my photo" in the try-on widget. This immediately deletes your stored photos for that store; any remaining renders expire within the 72-hour window.
- You can withdraw consent at any time the same way; without a stored photo, nothing further is processed.
- Under the GDPR you also have rights of access, rectification, erasure, restriction, portability, and objection, and the right to lodge a complaint with a supervisory authority. Because we hold no name or contact details about you, exercise these rights via the store you shopped in or via privacy@fesch.app.
Email to stores that use fesch
Who is responsible
For email to stores that installed fesch, the data controller is Jannik Wempe und Alessandro Volpicella GbR, Heinrich-Böll-Str. 3, 27356 Rotenburg (Wümme), Germany. You can reach us at privacy@fesch.app.
What we use and where it comes from
When a store installs fesch, Shopify gives us the store name, its domain and the store's contact email address. We use these together with the store's plan and try-on usage, and keep a record of which emails we sent and whether an address bounced, complained or unsubscribed.
Why we use it and the legal basis
We send service email that the app needs to work: usage notices when the store reaches 80% and 100% of the try-ons included in its plan, and notices about billing or changes to the service. The basis is the contract with the store under Article 6(1)(b) GDPR. We also send a welcome email after install with help setting up the app. The basis for that is our legitimate interest in helping stores get fesch running under Article 6(1)(f) GDPR. We do not use these addresses to market other products.
Your choices
Every welcome and usage email has an unsubscribe link, and one click is enough. Billing and service notices are sent only when needed and stop when you uninstall the app. When you uninstall, we stop sending email to the store.
Who receives it and where
We send these emails through Amazon Simple Email Service, operated by Amazon Web Services EMEA SARL (Luxembourg) on our behalf in its Frankfurt, Germany region (eu-central-1). Where AWS accesses the data from outside the EU, the transfer is covered by the European Commission's Standard Contractual Clauses in the AWS data processing addendum. We do not sell store contact details.
How long we keep it
We keep the contact details while the store has fesch installed. After an uninstall, we delete them together with the store's other data when Shopify asks us to erase it, 48 hours after the uninstall. Addresses that bounced or complained stay on a suppression list so we do not email them again.
Your other rights
You have rights of access, rectification, erasure, restriction, portability and objection under Articles 15–21 GDPR, and the right to complain to a data protection supervisory authority. Contact privacy@fesch.app to exercise these rights.
How we contact businesses
Who is responsible
For business outreach, the data controller is Jannik Wempe und Alessandro Volpicella GbR, Heinrich-Böll-Str. 3, 27356 Rotenburg (Wümme), Germany. You can reach us at privacy@fesch.app. Our legal notice contains our business details.
What we use and where it comes from
We use publicly available business contact details: the store or company name, the name of a contact person if published, and email address. These come from the store's own website, including its contact page and Impressum (legal notice), and public reviews in the Shopify App Store. We also note what the store sells, which public product image we used for a sample try-on, that it reviewed a related app, and our contact history, replies and consent or objection.
Why we use it and the legal basis
We use these details to identify stores that could benefit from fesch and offer them the app by email, where permitted or with prior consent. Our legitimate interest in introducing fesch to relevant businesses is the basis under Article 6(1)(f) GDPR. Where we obtain consent, Article 6(1)(a) GDPR applies. This does not replace any consent required by the law governing the contact channel. For Swiss stores, the Swiss Federal Act on Data Protection also applies.
Your right to object or withdraw consent
You can object to direct marketing at any time, without giving a reason. Reply to our message or email us to stop outreach. One email is enough. We will stop contacting you for marketing and delete your prospect contact details. We keep only your store's domain on a do-not-contact list to respect your objection, on the basis of Article 6(1)(c) together with Article 21(3) GDPR, for as long as we conduct outreach. You can also withdraw consent through the same email address at any time. Withdrawal does not affect the lawfulness of processing before withdrawal.
How long we keep it
If you do not reply, we delete your prospect details six months after our last message. If you reply, we keep the details while the conversation is active and delete them within six months after it ends. We retain only records that must be kept by law for the applicable statutory period, with access limited to that purpose. An objection stops marketing immediately; the do-not-contact record described above is retained separately.
Who receives it and international transfers
Our two-person team uses the details for outreach and keeps the prospect list on our own devices, not with a cloud provider. We send outreach email through Fastmail Pty Ltd (Australia), which processes it on our behalf and stores our mailbox in the European Union (Amsterdam, Netherlands). Where Fastmail accesses the data from outside the EU, for example from Australia or the United States, the transfer is covered by the European Commission's Standard Contractual Clauses in Fastmail's data processing agreement. We do not sell prospect details.
Your other rights
You have rights of access, rectification, erasure and restriction under Articles 15–18 GDPR, and portability where Article 20 applies. Contact privacy@fesch.app to exercise these rights. You may complain to a data protection supervisory authority, including in the country where you live or work or where you believe an infringement occurred. We do not make automated decisions with legal or similarly significant effects about prospects.
Changes to the shopper photo policy
This policy is versioned (currently v1). If we change it in a way that matters, the version is bumped and you will be asked to consent again before your next try-on.