Don't we all have this Cinderella inspired dream that a secret "fairy" delivers a custom fit dress to us for a very special occasion. It is designed just for us, made from a high quality fabric, color and patterns of our unique choice and on top of everything it is fabulously flattering!
PIOL , new online venture of Anne Dayton, an artist whose family founded Target, promises to make that dream come true.
As an image consultant, I got really excited listening to the interview with the company's founder on my favorite ReFashion podcast. It seems that consumers are getting a bit exhausted with the idea of fast fashion that serves you a different item almost every week for an affordable price. Those dresses may follow the most current trends but the fit and quality of material leaves a lot to be desired. Every well organized fashion wardrobe needs some timeless staple that can be worn many times for many occasions.
PIOL offers that opportunity following design principles of Edith Head, costume designer of the Hollywood Golden Age, who was responsible for amazing style of such stars as Elizabeth Taylor, Audrey Hepburn and Grace Kelly. The idea is very simple. You can design your own dress first defining your coloring which is based on Head's color theory, your fit based on the measurements you submit, patterns and choice of fabrics, which are sourced from Japan and Italy. Edith Head was a precursor of modern image consultant in her idea that flattering fashion style is achieved through
highlighting your best and simplifying the rest.
If the end result does not meet the client's expectations, it is refunded and the dress is donated to the women in need, which sounds like a great idea to me. The price of the made to measure dress is around $500, which is pretty high but considering the haute couture treatment and the uniqueness of the experience, perfect fit and coloring, as well as cost per wear, it definitely might be worth the investment. There are so many situations both in personal and professional life that the first impression matters and definitely PIOL dress makes a commitment to deliver a perfect dress for those occasions.
I wonder how many of you would be willing to try and design such a dress for yourselves. For me it sounds pretty exciting.