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.

Psfk 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.”

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