Newly-launched online fashion site StyleShake aims to bring the art of bespoke fashion to the web, in what creator Iris Ben-David describes as a ‘UGC meets ecommerce’ fashion brand. The site enables UK users to create their own individually-designed dress from an online stable of shapes, colours and fabrics inspired by the latest catwalk trends, which is then tailor-made to their chosen size and delivered to their door in just 10 days.
For PSFK, I caught up with former new media and online advertising professional Iris, who highlighted the importance for her of building the StyleShake community which invites users to display and share their designs to be rated and critiqued by other wannabe fashion designers. Aimed at being a truly collaborative brand, Iris explained “The community has a major role. We would like our users to express themselves visually and verbally, share their ideas and thoughts. Since we see our visitors as designers we would like to hear from them what kind of ‘building blocks’ they would like to see on the next collection. They are more than welcome to email their ideas.”
Iris also emphasised that “We are making our best to make sure that our suppliers meet the ethical standard. We take great pride in the fact that we manufacture in London, not Far East sweat shops, and this also reduces our carbon footprint.”
All sounds pretty good, and for a site that sells itself on being “as close as it gets to haute couture in front of your computer” they have even created their own sizing guide, based on a calculated average from all the leading retailers and graded ‘in-house’.
Each budding designer has their own ‘designer’s page’, although with very limited information given (many are completely devoid of anything save a name), and a rather cheeky blog section which lists an array of blog titles that once clicked lead to a ‘coming soon’ page, we have to admit to feeling slightly dubious about StyleShake’s true community. However if you can believe what you read the site seems to already be successful among teen girls across the UK- though whether they go on to order their designs at £160 ($330) each is something we’d love to know. It would be great to see some real photos of the final outfits being worn, faceless mannequins just don’t do enough. And for something so pricey a decent idea of how each fabric will change the final fit and form would definitely help.
That said, the site is easy to navigate, fun to use, and with already over 1,000 unique dress designs uploaded to the gallery there is definitely a lot to inspire any budding fashionista who likes the idea of being able to declare ‘oh this thing… it’s just something I designed’!