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Fashion Breakfast   Fashion Breakfast
Jan 14 2008 1:48PM EST

DIY Fashion and the Internet

Daily Candy London tipped me off to a fashion design site that launched last autumn but has recently begun shipping to the U.S, Shake Style. Although I wasn't ready to invest $200 in a dress I designed myself (and wasn't able to try on), I think the concept is an interesting one for the future of luxury on line. How many times have you picked up a dress you loved only to find the skirt too short when you tried it on? Here you can pick the skirt, the neckline, the sleeves you want for your somewhat ideal dress. The shapes aren't all L.L. Bean basics either -- they were done by designer Romina Karamanea and feature of-the-moment trends like pouf skirts and empire waists. Perhaps most interesting was the feature that allows you to view the work of others. (Of course, SusieBubble's been there since October and is one of the top 5 ranked designers.)

It'll be a long time before luxury companies are willing to let consumers control the look of the clothes with brand labels in them, but I'm wondering if there aren't applications for things like handbags that they could use to lure a jaded shopper back to a brand.

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