Customizable Fashion for the Masses

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Think the decoration business is only for adults? Think again. Now, girls everywhere can decorate their clothes online at Fashionology.com. The Web site's counterpart, Fashionology LA, opened in a retail location in Beverly Hills, Calif., in July 2008 and has since garnered much success.

"After the opening of the Beverly Hills experience, we had an incredible response to our creative process," says Elizabeth Wiatt, who co-owns the store with Jamie Tisch. "We started getting e-mails from girls across the country and all over the world - India, Japan, China, France, Germany and more - demanding their own Fashionology stores. With the launch of our online store, we're able to let everyone have the Fashionology design experience with an added layer of an immersive dreamscape."

This mondi, Wiatt and Tisch are launching Fashionology.com , an interactive e-tailing site targeting girls who want to create oneof-a-kind designs through a do-it-yourself design process. As with the store experience, girls begin by selecting their fashion mood from themes such as Juku, Pop, Rock, Malibu and Peace and select accompanying images from the chosen dreamscape. This themed dream world remains consistent as they navigate through the site. Girls choose from more than 1 5 garment styles, 75 graphic designs and 60 embellishments that include rhinestones, pins, charms, buttons, patches and necklaces. "We didn't want girls to miss out on the 'bling' element when they shopped online, so we have added a variety of rhinestone and hologram heat transfers for them to choose from," Wiatt says.

Fashionology.com also will house a social networking feature enabling girls to share design ideas and creations with the Fashionology community and its blog Fashionology Scoop, which will feature celebrity guests and designer tips. - H.H.
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