Camilla Harrisson, the partner and chief executive at Anomaly London, said: "We're delighted to partner with Lyst. Their ambition, creativity and entrepreneurial hunger gel really well with Anomaly. We're planning to do something pretty special together."
Launched in 2010, London-based Lyst partners with fashion designers and stores globally to provide people with a personalised way to discover and shop for fashion.
Joanna Christie, head of brand and communications at Lyst, said: "We spent the first four years focused on building the Lyst product and when we turned our attention to the brand we wanted to work with a communications partner who shared our values as a challenger brand.
"Disruption is core to our DNA, in the same way that thinking differently is for Anomaly, and we are excited to create engaging and innovative campaigns that resonate with the consumer and industry as a whole."