This L.A.-Based Fashion Tech Company Lets You Design Your Own Perfect Outfit

Frilly is looking to revolutionize the bespoke clothing industry.

It has happened to all of us. You fall in love with a dress, but you wish it was cut just a little differently, or you find a jacket that is the perfect fit, but would like it so much more in another color. Well, frilly has the answer to this problem. The e-commerce shop (think of it as more of a virtual atelier) allows customers to scroll through different styles, customizing the silhouette.

Sound too good to be true? Co-founders Shang Ding and Jeni Ni say they still hear that all the time, three years after founding the company. “To create a digital space where you can customize every part of your garment from fabric, color, neckline, length (and more) to specific trims and fine details, then see it all happening in real time on your screen, it really shakes people’s minds when we describe it. But, we are making believers out of everyone,” laughs Ni. Once a customer perfects her piece ($50-$707), one artisan makes the garment and handles the order from start-to-finish, and it takes about two to three weeks for the finished product to arrive by mail.

Pret-a-Reporter caught up with Ni at frilly's newly opened showroom on Melrose Place in Los Angeles, where shoppers can browse pieces on the rack and customize with the help of consultants on site.

Why did you want to start this business?

I wanted to create a space where shoppers could come get beautifully constructed garments, to their specifications, without the hassle of having to go to a tailor or seamstress. Coming from my background as a buyer, I would see garments that would almost make the cut but then miss the mark because of a detail that wouldn't work for my customers. I experienced the same thing when shopping for myself; a style would stand out to me but an aspect or two would keep me from wanting to invest in the piece. As we enter a new age of technology, I knew I wanted it to be a convenient and digital experience without sacrificing the quality of the garments and designs.

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