Roxy Kalina Starr is the co-founder of, and EVP of Design & Development for, FastFit360. Her childhood in Malibu was spent immersed in the entertainment industry, under the mentorship of an Emmy award-winning director. This experience led Roxy to recognise that, whatever the medium, images are the most resonant form of communication – and this ethos has informed her work ever since.

Roxy was instrumental in the work of Los Angeles-based Shapely Shadow, which sought to apply technologies and sensibilities from the world of entertainment to the fashion industry. Shapely Shadow adopted laser scanning techniques pioneered in Hollywood to create custom dressforms for some of the world’s highest-profile brands.

In 2004, with an increasing number of brands moving their manufacturing processes offshore to cut costs, Roxy identified a further opportunity to adapt her visual expertise to the needs of the fashion industry. The savings derived from working internationally were, for many brands, being outweighed by the new costs of shipping garment samples from one continent to another. Teams on opposite sides of the world had begun to share images rather than physical samples, but the quality of these varied wildly.

Roxy saw the need for an accurate, consistent way for multinational teams to collaborate on the design and creation of garments, and FastFit360 was born. Initially the software allowed designers and garment technicians to share and annotate 360-degree images of their samples, but in 2009 Roxy spearheaded its development into the Cloud-based, social platform it is today.

Currently, Roxy resides in Las Vegas and travels extensively to work closely with all divisions of billion-dollar apparel companies. Her focus is on International business development, Open Source frameworks, fit calibration, product development workflow and streamlined communication – all informed by her belief in the power of images and Social Business.