Anomalie lets customers build their wedding dress online

today Dec 11, 2019
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Searching for the perfect wedding dress is no joke, which is why US made-to-order bridal brand Anomalie is offering shoppers the chance to design their own.


The size-inclusive company has revamped its ‘DressBuilder' platform, which lets brides-to-be create their dream dress from a total of 4 billion options, right down to the last detail.

The concept sees clients answer simple questions in order to come up with a sketch of a gown. They can then schedule a complimentary call with an Anomalie stylist to iron out any details, order sample fabric in the mail, and get digital lace recommendations. Additional tools, such as a design dashboard, a dress page, new editing features and lookbook tools also feature in the new version of the DressBuilder, and brides get a behind-the-scenes overview of the dress production, in the form of status updates, visuals, measurements and final sketches.

"Brides deserve to have their dream wedding dress and shouldn't feel left out of the wedding dress shopping experience because of body size or shape, price range, or style preferences," said Leslie Voorhees Means, co-founder and CEO of Anomalie, in a statement. "We're unlocking a better experience for brides by streamlining the wedding dress design and shopping journey, truly giving brides the inspiration, tools, support and nearly unlimited options they need to create their perfect dress."

Personalization is allegedly becoming increasingly important for couples getting hitched -- last month, the wedding planning and registry resource The Knot reported that 2020 weddings will "place a greater emphasis on intentional and deeply meaningful personalization." This includes couples abandoning the traditional white gown and black suit for bolder wedding fashion choices, such as jumpsuits, vibrant colors, exaggerated sleeves and bold ball gowns.

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