Purity House is a conceptual luxury service that reimagines garment care as a tool for identity refinement. Framed as a white-glove laundry and wardrobe service, it goes beyond cleaning to analyze subtle signals embedded in clothing, like wear patterns and environmental traces, to interpret and reshape how a person is perceived. Through services like scent curation, closet editing, and a speculative “Perception Index” app, Purity House quietly adjusts a client’s wardrobe to project a more polished, intentional version of themselves. While presented as a seamless luxury experience, the project explores underlying tensions around surveillance, authenticity, and the idea of a perfectly curated self.