Reed Smith represents FIT:MATCH in partnership agreement and strategic investment by Savage X Fenty

Global law firm Reed Smith announced that it has advised FIT:MATCH in its partnership agreement with and strategic investment by Savage X Fenty, the global lingerie, underwear, and sleepwear label, to launch FIT:MATCH’s first-to-market, patented body shape technology. FIT:MATCH is a business-to-business platform that enables apparel brands to match their customers with the best-fitting products.

A multi-office, cross-practice Reed Smith team led by Miami-based partner Danielle Garno advised FIT:MATCH on two main areas to accelerate expansion of the augmented reality-powered technology company, specifically, the terms of its partnership with Savage X Fenty for the technology to be utilized in Savage X Fenty stores, and the closing of Savage X Fenty’s strategic financial investment in the company.

The technology, which uses body shape data rather than standard measurements to match shoppers with products, was launched at Savage X Fenty’s first U.S. store, which opened this month in Las Vegas.

“This complex deal had a tight timeline and multiple moving parts, which made it critical for our legal team to work strategically and efficiently across multiple offices to ensure FIT:MATCH could be ready for the January launch,” said Garno, an attorney in Reed Smith’s global Entertainment and Media Industry Group.

In addition to Garno, the Reed Smith lawyers advising FIT:MATCH included New York corporate partner John Algie, San Francisco entertainment and media partner Sarah Bruno, Philadelphia intellectual property partner Matthew Frederick, Century City corporate counsel Donna Salcedo, and Dallas corporate associate Jordan Tanoury.

“We are extremely pleased and grateful for the legal representation provided by Danielle and the team at Reed Smith,” said Haniff Brown, founder and CEO of FIT:MATCH. “Their business-minded legal counsel made it possible for us to introduce our patented technology platform in partnership with Savage X Fenty, one of the most innovative and forward-thinking fashion brands in today’s marketplace.”