In The Age Of Mass Fashion, Made-to-Order Finds New Appeal(Vogue Business)


The article first appeared on the Vogue Business.

With its trademark white, puff-sleeved blouses and ruched gingham dresses, Olivia Rose epitomises the modern-day Jane Birkin aesthetic that has become popular on Instagram. But what sets the Edinburgh-based label apart from visually similar peers like With Jéan and Rouje is that each piece is made upon purchase.

From fast-fashion giants to the rise of indie brands with Instagram storefronts and Chinese factories, fashion is moving more rapidly than ever. Simultaneously, labels across the price spectrum are finding success with made-to-order, positioning it as a slower, higher-quality alternative to mass retail and off-the-rack designer clothes.

In the past decade, as prices for ready-to-wear have gone up and quality has arguably gone down, haute couture and bespoke tailoring have witnessed a renaissance. Although it is not the most scalable of business models, it is a sustainable one.