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Brief Published: 16 Aug 2017

Frilly: Forgetting Fast Fashion


LA-based brand Frilly is tapping the consumer desire for originality, launching an e-commerce site that offers customisable, made-to-order garments with a number of style preferences.

Consumers are given the chance to personalise designs from three in-house sub-brands – one bohemian, one preppy and one minimalist – by selecting from a range of fabrics, colours, lengths and design details. The brand’s made-to-measure service will be available within a year.

Frilly’s personalisation extends to its manufacturing process, where one artisan handles one order from start to finish, promoting a modern approach to bespoke tailoring and design. For more on changing manufacturing processes, see Manufacturing Fashion’s Future.

The brand is smart to harness personalisation amid a widespread fast-fashion backlash. According to a 2015 Deloitte consumer study, 50% of UK consumers are interested in buying a customised product, while 48% are willing to wait for one.

For more on how brands are avoiding fast-fashion fatigue with new strategies, see Challenging Environment from our 2017 New Fashion Landscape report.