Monday, January 30, 2012

New Web Shop on the Block: Zoora

I'm always excited when something fashion-y comes out of Boston, and Zoora is no exception. The brainchild of local girl Aubrie Pagano, the retail site officially launches today as a storefront for customizable clothing from an impressive lineup of designers.

I got an early look at the site and its offerings last week during a launch party at the Apple store on Boylston Street, and I'm already plotting my strategy for a spring order. At five foot nothing, it's just too tempting to be able to dictate hemlines and inseams! Or to remove cutouts, add pockets, swap prints... you get the idea.

So who's on tap for designers? Apart from Project Runway alumna Althea Harper, there's a good chance you haven't heard of them, but Zoora has chosen an incredibly talented lineup of up-and-comers. I can personally vouch for local designers like Emily Muller, Nirva and Lilly & Migs, while Adolpho Sanchez is a name I won't soon forget after seeing his pieces on the Apple runway.

The trouble with ordering customized clothing online, of course, is the inability to try it on before purchase. The Zoora team did pass out handy measuring tapes at the end of the evening, but there's really no substitute for a dressing room. Nevertheless, Zoora makes the process as painless as possible, offering a full exchange for any piece that doesn't fit just right and working with the designer to make the necessary adjustments.

And if you're still not sold, Zoora's going on the road with designer samples beginning next month. I'll be hitting up this week's trunk show in Boston before the team heads out to Nashville, D.C., New York and Chicago. You'll find the details here.

*Note: This is NOT a sponsored post. I just happen to think Zoora is a really, really cool concept. Here's hoping you agree.


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