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SOMETHING NEW, SOMETHING BLUE: “It’s the Nike ID of couture customization,” said Aslaug Magnusdottir of her new fashion start-up, Tinker Tailor. The entire idea of the Web site is to customize exclusive designer branded fashion items, from the exact length of a hem, or colors, the fabrics, and more on skirts, tops, or dresses. Today, the site launches bridal gowns with Marchesa, and will later unveil collaborations with Alberta Ferretti, and more, that will use the same customization technology.

“I heard so many luxury customers tell me they wanted their items they shop to be unique, and not show up somewhere where someone else is wearing the same this,” she said. “Customization is all about expression, and I think that most women — especially for their special day — want to create a dress that’s specific to them.”

The Marchesa collaboration will start from $3,000 to $12,500. Accessories that will also be sold on the site will range from $500 to $65,000.

Though customization is key on the site, Magnusdottir wanted to clarify that her business it is not made-to-measure.

“So many women want to purchase a gown and think, ‘if only, there were sleeves, or this or that,’” she said. “We’re the creative woman’s outlet for that.” Each of the items will ship in twelve to sixteen weeks.

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