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Bespoke fashion from new shopping site

18 October 2011 - 11:28 by Graham Miller

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A new site that allows UK consumers to buy clothes via safe shopping online in a personalised environment has been launched, according to the Daily Mail.

The memorably named is one of a number of new e-commerce sites which aims to take the guesswork out of buying fashion items online.

It employs a virtual changing room system which lets users enter their measurements into the site and then see how the various clothes will look on a digital avatar.

Although the site says that this technology is still a work in progress, with many more variables to be added in the future, it is good to see more companies trying to solve the problem of buying clothes via safe shopping online.

Various surveys have found that women in particular are likely to order two identical items and return the one which does not fit and UK consumers have got used to buying clothes via e-commerce with the expectation that they may well be inappropriate.

Of course some people will no doubt have fun toying around with the modifiable avatar and the site does not discriminate against people based on their size, so it does not matter how petite or large you are.

The site integrates social networking features, letting you show off the avatar which you decked with fine garments to your friends via Facebook or a good old fashioned email.

A wide range of fashion labels are available from, including Religion, Goldie, Sugarhill Boutique and Motel.

The site attempts to bring together a diverse selection of clothing which you might not be able to source from your local high street but still gives you that in-store ability to try things on before you buy them, albeit in virtual form rather than in person.