One embodiment provides a method, including: utilizing at least one processor to execute computer code that performs the steps of: obtaining at least one image of a user of a social medium from one or more posts on the social medium that are shared by the user; identifying a characteristic of the user by comparing characteristics of the at least one image of the user to other persons, wherein the other persons are clustered into characteristic groups based upon one or more images of each of the other persons; determining attributes of apparel included in the images of each of the other persons by parsing the one or more images and any text associated with the images of each of the other persons; and generating apparel style rules for a particular characteristic by associating the determined attributes of the apparel with the identified characteristic. Other aspects are described and claimed.