Copyright and DMCA Policy

STYLORY LTD respects the intellectual property of others and expects its subscribers to do the same. The present Policy explains the rules that apply to material uploaded to the platform, how a rights holder may notify us of material believed to infringe copyright, what we do on receipt of such a notification, how a subscriber may contest a removal, and what happens to an account associated with repeated infringement.

1. Scope and Purpose

1.1 STYLORY LTD is a private limited company incorporated in England and Wales under company number 17152844, with its registered office at 67 Tradescant Road, London, Lambeth, England, SW8 1XJ.

1.2 In operating the platform, STYLORY stores photographs and other material provided by subscribers, at the request of those subscribers, so that a digital wardrobe may be assembled and styling output generated from it. Storage of that character constitutes a hosting service, and the Policy addresses the obligations and protections that follow from it in the United States, the United Kingdom, and the European Union.

1.3 Material stored on the platform is not disseminated to the public. A subscriber's wardrobe is visible to that subscriber, to any delegated staff user appointed by that subscriber, to a human stylist allocated to that subscriber where the plan includes the service, and to our personnel where access is necessary for support, security, or legal compliance.

1.4 The Policy forms part of the Terms and Conditions. Terms defined there carry the same meaning here.

2. Ownership of and Responsibility for Uploaded Material

2.1 A subscriber retains ownership of the material uploaded to the platform. The limited licence granted to STYLORY in order that the service may be operated is set out in the Terms and Conditions and is not repeated here.

2.2 By uploading material, a subscriber represents and warrants that the subscriber is the owner of every right necessary for the upload and for the processing described in the Terms and Conditions, or holds a licence from the owner sufficient to permit them; that the material does not infringe copyright, moral rights, database rights, trade marks, rights in designs, rights of publicity or personality, privacy rights, or any other right of a third party; and that no contractual restriction prevents the upload.

2.3 Responsibility for the material uploaded rests with the subscriber. STYLORY does not review material before it is stored, and the absence of objection to a given item does not constitute approval of it.

2.4 Photographing a garment that a subscriber owns will ordinarily create a new photographic work in which the subscriber holds copyright, and will not infringe any right in the garment itself. Difficulty is more likely to arise where a subscriber uploads a photograph taken by someone else, for example a retailer's product image, a photograph from an editorial publication, or an image found online. Material of that kind should not be uploaded unless the subscriber holds the necessary permission.

2.5 A pattern, print, or graphic applied to a garment may itself be protected as an artistic work or as a registered design. Photographing such an item for the private purpose of cataloguing a personal wardrobe is a use of a different character from reproducing the pattern for commercial exploitation, and the Policy is not to be read as authorising the latter.

3. Prohibited Material

3.1 Material must not be uploaded where it reproduces a photograph, illustration, or other work in which a third party holds copyright and for which no permission has been obtained; where it reproduces a trade mark or brand asset in a manner likely to cause confusion as to origin or endorsement; where it depicts an identifiable person who has not consented to the upload; or where its storage would contravene a court order or applicable law.

3.2 Removing, obscuring, or altering a copyright notice, watermark, credit, or item of rights-management information contained in material uploaded to the platform is prohibited, and may itself constitute an infringement under section 1202 of title 17 of the United States Code and under section 296ZG of the Copyright, Designs and Patents Act 1988.

3.3 The platform must not be used to store an archive of third-party imagery unconnected with the subscriber's own wardrobe.

4. Automated Output and Its Intellectual-Property Status

4.1 Styling output is generated automatically. STYLORY asserts no copyright in the individual outfit combinations produced for a subscriber, and places no restriction on a subscriber's personal use of the output generated from that subscriber's own wardrobe.

4.2 Whether such output attracts copyright protection at all is a question on which the law differs between the jurisdictions we serve, and on which certainty is not presently available.

4.3 In the United States, the Copyright Office confirmed in the second part of its report on copyright and artificial intelligence, published on 29 January 2025, that human authorship remains a requirement of copyrightability, that material generated wholly by an artificial-intelligence system is not protected, and that the selection of prompts, however detailed, does not by itself confer authorship. Where a human contribution to a work is sufficiently creative, that contribution may be protected, and the assessment is made case by case.

4.4 In the United Kingdom, section 9(3) of the Copyright, Designs and Patents Act 1988 provides that the author of a computer-generated literary, dramatic, musical, or artistic work is taken to be the person by whom the arrangements necessary for the creation of the work are undertaken, and section 12(7) confers a term of 50 years from the end of the calendar year of creation. The scope and continued availability of that provision have been the subject of review, and the position may change.

4.5 In the European Union, protection depends on the work being the author's own intellectual creation, which presupposes free and creative choices made by a natural person.

4.6 STYLORY makes no representation as to whether any particular output is protected by copyright, and a subscriber intending to rely on such protection should take independent advice.

5. Notification of Claimed Copyright Infringement Under United States Law

5.1 STYLORY responds to notifications of claimed copyright infringement that comply with the Digital Millennium Copyright Act, codified at section 512 of title 17 of the United States Code.

5.2 A notification must be in writing, must be addressed to the designated agent identified in section 6, and must include substantially the following, as required by section 512(c)(3)(A). It must contain a physical or electronic signature of a person authorised to act on behalf of the owner of the exclusive right allegedly infringed. It must identify the copyrighted work claimed to have been infringed, or, where multiple works at a single site are covered by a single notification, a representative list of those works. It must identify the material claimed to be infringing and to be removed or to which access is to be disabled, with information reasonably sufficient to permit us to locate it, including the account concerned and, so far as possible, the specific item. It must provide information reasonably sufficient to permit us to contact the complaining party, including an address, a telephone number, and, if available, an email address. It must contain a statement that the complaining party has a good-faith belief that the use complained of is not authorised by the copyright owner, its agent, or the law. It must contain a statement that the information in the notification is accurate, and, under penalty of perjury, that the complaining party is authorised to act on behalf of the owner of the exclusive right allegedly infringed.

5.3 A notification that fails to comply substantially with the requirements in section 5.2 may not be effective to confer knowledge upon us. Where a notification is defective but supplies contact details together with an identification of the work and of the material, we will make reasonable efforts to obtain the missing particulars before treating the notification as ineffective.

5.4 Before submitting a notification, a complaining party should consider whether the use complained of is authorised by law, including by the doctrine of fair use codified at section 107 of title 17 of the United States Code. Section 512(f) imposes liability for damages, including costs and legal fees, on any person who knowingly and materially misrepresents that material is infringing.

5.5 A complaining party should note that the material stored on the platform is not published or otherwise made available to the public. In the ordinary case, an infringement notice will concern material visible only to the subscriber who uploaded it, and the complaining party will need to explain how the material came to its attention.

6. Designated Agent

6.1 Notifications under section 5 must be sent to our designated agent, Pedro Neves, STYLORY LTD, at 67 Tradescant Road, London, SW8 1XJ, United Kingdom, telephone +44 7448571215, email dpo@stylory.io. The same particulars are filed with the United States Copyright Office in the directory it maintains under section 512(c)(2), under registration number DMCA-1078813, and they are kept current.

6.2 Until the registration described above is confirmed, a notice may be sent to contact@stylory.io marked for the attention of the copyright agent, and it will be acted upon in accordance with the Policy.

6.3 The address given in the present section is for notices of claimed infringement. Enquiries of other kinds sent to it may not receive a response.

7. What Happens on Receipt of a Valid Notice

7.1 On receipt of a notification that complies substantially with section 5.2, we act expeditiously to remove the material identified, or to disable access to it.

7.2 We take reasonable steps to notify the subscriber who uploaded the material that it has been removed or disabled, and we supply that subscriber with a copy of the notification, including the identity and contact details of the complaining party, together with an explanation of the right to submit a counter-notification under section 8.

7.3 A complaining party who submits a notification should understand that their identity and the content of the notification will be disclosed to the subscriber concerned.

7.4 Removal of material is not a determination that infringement has occurred. Action is taken in order to comply with the statutory procedure, and no admission or finding of any kind is thereby made.

7.5 Where the material removed is essential to the operation of a subscriber's wardrobe, we assist the subscriber in restoring functionality by other means so far as is practicable.

8. Counter-Notification

8.1 A subscriber who believes that material was removed or disabled as a result of mistake or misidentification may submit a counter-notification to the designated agent.

8.2 A counter-notification must comply with section 512(g)(3) and must include a physical or electronic signature of the subscriber; identification of the material that has been removed or to which access has been disabled, together with the location at which it appeared before removal; a statement under penalty of perjury that the subscriber has a good-faith belief that the material was removed or disabled as a result of mistake or of misidentification; and the subscriber's name, address, and telephone number, together with a statement that the subscriber consents to the jurisdiction of the Federal District Court for the judicial district in which the address is located, or, where the address is outside the United States, to the jurisdiction of any judicial district in which STYLORY may be found, and that the subscriber will accept service of process from the complaining party or from an agent of that party.

8.3 On receipt of a compliant counter-notification, we promptly provide the complaining party with a copy and inform that party that the material will be replaced, or access to it restored, in not less than ten and not more than fourteen business days, unless the designated agent first receives notice that the complaining party has filed an action seeking a court order to restrain the subscriber from engaging in infringing activity relating to the material.

8.4 A subscriber submitting a counter-notification should understand that their name, address, and the content of the counter-notification will be disclosed to the complaining party, and that a knowing material misrepresentation that material was removed by mistake or misidentification attracts liability under section 512(f).

8.5 Where restoration would be inconsistent with a separate ground on which the material was removed, including a breach of the acceptable-use provisions of the Terms and Conditions, the material is not restored, and the subscriber is informed of the separate ground.

9. Repeat Infringers

9.1 In accordance with section 512(i)(1)(A), STYLORY has adopted and reasonably implements a policy providing for the termination, in appropriate circumstances, of the accounts of subscribers who are repeat infringers.

9.2 A record is kept of each notification acted upon in respect of an account, and of the outcome of any counter-notification. A notification withdrawn by the complaining party, or successfully contested by counter-notification without proceedings being brought, is disregarded.

9.3 Where two notifications have been acted upon in respect of an account without successful contest, the subscriber receives a formal warning explaining that a further notification may result in termination. Where a third such notification is acted upon, the account is terminated.

9.4 The thresholds in section 9.3 do not restrict our discretion to terminate an account immediately in an appropriate case, including where the infringement is flagrant, where it is commercial in character, or where it is subject to a court order.

9.5 A subscriber whose account has been terminated under the present section may seek reinstatement by writing to the designated agent, setting out the grounds relied upon. Reinstatement is granted where the notifications relied upon are shown to have been mistaken or where they have been withdrawn.

9.6 No refund arises on termination under the present section, save as provided in the Refund and Return Policy.

10. Notice and Action Under European Union Law

10.1 Any individual or entity may notify us of material stored on the platform that they consider to be illegal content, by writing to contact@stylory.io. Notices are accepted by electronic means, and the mechanism required by Article 16 of Regulation (EU) 2022/2065, the Digital Services Act, is available without charge.

10.2 In order to be treated as giving rise to actual knowledge, a notice should contain a sufficiently substantiated explanation of the reasons why the material is alleged to be illegal; a clear indication of the exact electronic location of the material, and where necessary additional information enabling it to be identified; the name and email address of the person submitting the notice, save where the notice concerns an offence under Articles 3 to 7 of Directive 2011/93/EU; and a statement confirming the bona fide belief of that person that the information contained in the notice is accurate and complete.

10.3 Receipt of a notice containing electronic contact details is confirmed without undue delay, and the person submitting it is informed of the decision taken, together with information about the possibilities of redress.

10.4 Where we restrict access to material or terminate a service in response to a notice, we provide the subscriber affected with a clear and specific statement of reasons in accordance with Article 17, covering the restriction imposed, the facts and circumstances relied upon, whether an automated means was used, the ground relied upon and its reasoning, and the redress available.

10.5 Because material on the platform is not disseminated to the public, STYLORY provides a hosting service rather than an online platform within the meaning of the Digital Services Act, and the obligations applicable to online platforms, including the internal complaint-handling system in Article 20 and the out-of-court dispute settlement mechanism in Article 21, do not apply. We nonetheless operate a voluntary internal appeal, and any subscriber dissatisfied with a decision may write to contact@stylory.io within six months for the decision to be reviewed by a person who was not involved in taking it.

10.6 A single contact point for the authorities of the Member States, for the European Commission, and for the European Board for Digital Services is maintained in accordance with Article 11, and a contact point for recipients of the service in accordance with Article 12, in each case at contact@stylory.io.

10.7 STYLORY does not offer its services to recipients in the European Union, and accordingly no legal representative under Article 13 of that Regulation is required. Should STYLORY begin to offer its services to recipients in the European Union, such a representative will be appointed and its details published here before that time.

11. Position Under United Kingdom Law

11.1 Copyright in the United Kingdom is governed by the Copyright, Designs and Patents Act 1988. A rights holder who considers that material stored on the platform infringes copyright may notify us at contact@stylory.io, giving particulars equivalent to those in section 5.2.

11.2 On receipt of such a notice, we act expeditiously to remove or disable access to the material concerned, and we follow the procedure in sections 7 to 9, adapted as necessary. The approach reflects regulation 19 of the Electronic Commerce (EC Directive) Regulations 2002, under which a service provider that stores information at the request of a recipient is not liable in damages where it has no actual knowledge of unlawful activity and, on obtaining such knowledge, acts expeditiously to remove the information or to disable access to it.

11.3 Nothing in the Policy requires a United Kingdom rights holder to invoke the procedure under United States law, and a notice given under the present section is treated with equal seriousness.

12. Trade Marks, Designs, and Other Rights

12.1 Complaints concerning a trade mark, a registered or unregistered design, a right of publicity or personality, or a privacy right should be sent to contact@stylory.io, and should identify the right relied upon, the registration number where the right is registered, the material complained of, the reason why the use is said to be unlawful, and contact details for the complainant.

12.2 A complaint of that kind is assessed on its merits, and material is removed where the complaint appears well founded. The statutory procedures in sections 5 to 9 apply to copyright alone and are not extended to other rights.

12.3 The appearance of a brand name or logo on a garment photographed by its owner for the purpose of cataloguing a personal wardrobe will not ordinarily constitute use in the course of trade, and complaints founded on such an appearance alone are unlikely to succeed.

13. Misuse of the Procedures in the Policy

13.1 The procedures described are provided in order to protect genuine rights. Submitting a notice or a counter-notice that is knowingly false, or that is intended to harass a subscriber, to gain a commercial advantage, or to suppress lawful use, is a misuse of them.

13.2 Beyond the statutory liability under section 512(f), we may decline to process further submissions from a person who has repeatedly submitted notices that are manifestly unfounded, and we may suspend the processing of notices from that person for a reasonable period after having issued a prior warning.

13.3 Records of notices, counter-notices, and the action taken are retained for the period stated in the Privacy Policy, and may be disclosed where required by law or by a competent authority. We may also publish anonymised aggregate information about the notices received.

14. Changes to the Policy

14.1 The Policy may be amended to reflect a change in the law, in regulatory guidance, or in the operation of the platform, and the revision date shown at the head of the document is updated accordingly.

14.2 Where an amendment materially affects the procedures available to rights holders or to subscribers, notice is given within the platform before it takes effect.

15. How to Contact Us

15.1 Notices of claimed copyright infringement, counter-notices, and complaints concerning other intellectual-property rights: the designated agent identified in section 6, and in the interim contact@stylory.io.

15.2 General enquiries: contact@stylory.io. Data protection enquiries: dpo@stylory.io.

15.3 Postal address: STYLORY LTD, 67 Tradescant Road, London, Lambeth, England, SW8 1XJ, United Kingdom. Registered in England and Wales under company number 17152844.