The Internet has brought consumers an almost infinite variety of choices in fashion -- and that can be confusing. Now shopping is about to get easier with the launch of a new online experience, One Dress a Day.
True to its name, the site, set to open for business on Aug. 26, plans to bring customers one new, limited-edition style every day of the year.
One Dress a Day is the brainchild of Australian fashion designer and Kardashian Kollection license owner Bruno Schiavi.
"Shopping online has become a part of so many women's lives, but I heard a lot of women saying they were overwhelmed by choice. They would add things to their cart and then decide to look elsewhere online, only to get distracted and never actually purchase anything," Schiavi said in an interview.
One Dress a Day eliminates customers' indecisiveness by providing a curated selection of dresses in limited quantities.
"It's almost impossible to turn up at a party wearing the same dress as another woman there," Schiavi added.
The designer invested time in finding fabrics from around the world to bring to his new collection, which is aimed at modern women between the ages of 20 and 40. While the fabrics hail from Italy and France, all of the dresses are made in Los Angeles.
"The styles are incredibly varied, but they all tap into current trends while embracing classic shapes and styles," said Schiavi. "You'll see evening dresses, dresses that would be perfect for the office, date night looks, classic styles … a little bit of everything."
If a particular day's look is not for you, the site will carry up to 30 previously released dresses available for purchase while supplies last. Pieces range from $139 to $199, and U.S. customers have 30 days to return dresses free of charge.
"It's not about seasons and mass produced products, but about unique designs, quality product and limited quantities, so that I can offer women something special they can't get anywhere else. OneDressaDay.com gives young women something exciting to look forward to each day," Schiavi said.
Click here to watch a teaser trailer on the site, which is currently in testing mode.