It should come as no surprise that employees at Net-a-Porter's London headquarters needn't look far for fashion inspiration. "We were seeing culottes around the office before they were on anyone's radar," says 30-year-old creative director of social commerce Alexandra Hoffnung of the workplace fashion parade. "Seeing trends like that is a sort of validation that it's a good look—or at least gives you more confidence to try it," adds 34-year-old vice president of social commerce Sarah Watson.

With that idea in mind—that some of the best style suggestions come from those around you—Hoffnung and Watson conceived of the Net Set, the latest offering from the brand launched by Natalie Massenet in 2000. The app, which debuted in May and boasts more than 80,000 downloads to date, aims to enhance shoppers' experience by letting users rely on the wardrobes of actual individuals, not clothing racks or search fields, to drive their browsing.

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You can, for example, track the Net-a-Porter purchases of tastemakers like Poppy Delevingne and Laura Bailey, or use your own history to chat with customers who have similar tastes (in Net Set–speak, members of the same "Style Tribe"). Should you find yourself, say, in Central Park admiring the camel coat of a passerby, simply snap a pic, and photo recognition software will reveal the closest matches (from Net-a-Porter's inventory, of course) in seconds. "It takes you down this amazing path of inspiration you wouldn't go otherwise," says Watson.

The same could be said of the duo's respective career trajectories. Hoffnung worked as a graphic designer in the music industry before joining Net-a-Porter in 2010 as a designer for TheOutnet, Net-a-Porter's discount site. Watson earned a degree in biology and did a stint in marketing for a publishing company before joining the company in 2008. Luckily, they both can use their own technology to dress the part. "It sounds clichéd, but we're always on the hunt for a perfect day-to-evening outfit," says Hoffnung. "It's so useful because you can chuck on some heels or red lipstick without a total overhaul." For their own evenings out, the two women often head to the Ivy, the recently renovated iconic watering hole in London's Covent Garden. "We think [the Ivy's] like a physical version of the Net Set because it's always full of really interesting people in the industry," says Watson.

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