In the age of mass fashion, made-to-order finds new appeal

Brands have carved out a role for themselves as a slower, high-quality alternative to mass retailers at a time when customers want more personalisation.

As fashion goes ever more mass, designers across the price spectrum are building sizable made-to-order businesses, with designers like Prabal Gurung and Antonio Berardi attributing 20 to 25 per cent of sales to made-to-order.

Similar to haute couture, many designers say made-to-order services are a valve for creativity, allowing them to develop ideas that may later be incorporated into ready-to-wear.

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Mellissa Miller