How a Target Heir Is Customizing Dresses to Beat the Rack

SAN DIEGO (TheStreet) -- During Hollywood's Golden Age, Edith Head worked with virtually every top female star.

She was nominated for a record 35 Academy Awards for costume design, and to say she was talented would be an understatement.

Her claim to fame, (besides Dorothy Lamour's trademark sarong), was using color theory to make women look fabulous.

It's an approach to developing dresses for women Anne Dayton is bringing to the masses via her upstart website PIOL Dress.

Dayton's site uses Head's clothing theories and other custom tools to allow women to design the most flattering dress silhouette for their frame and coloring. With a proprietary made-to-measure software program, 44 color palettes and 345 fabrics (prints, solids and neutrals), customers are able to design up to 56,000 different, custom dresses, as well as get suggestions for their "color aura" -- the theory created by Head.

Within minutes of a customer designing a dress on the site, a pattern or "marker" is made by the website's software and sent to be cut and sewn in New York City's garment district. The finished dress is delivered within three weeks.

Dayton predicts her site will revolutionize the way women shop.

"We can literally make a dress for any kind of women, any shape or size, " Dayton says. "Sixty percent of women don't fit into standardized dresses. So being able to fit differently proportioned women is something we feel no one else can do."

Also see: 2 Custom Designers Whose Brand Is Quality

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