FASHION : A New Kind of Custom

JENNIFER JOANOU’S studio is part tailor’s workroom, part retail store. She calls the concept “ nouvelle couture.” “It’s a combination of ready-to-wear--because you can come in and buy off the rack--and custom clothing,” Joanou says. “I offer books of fabrics, so if a person wants something in another color or fabric, we’ll make it for them. And all alteration of existing clothing is included in the price.”

Prices range from about $145 for blouses and vests to $250 and up for coats and jackets. The moods of Joanou’s designs derive from her favorites--Schaparelli, Christian Dior and Edith Head--but her styles incorporate a modern edge, such as her romantic yet suitlike short jacket, with high, oversized collar and billowy-full sleeves that she has made up in a pretty but subtle light-sage color.

“Anything anyone is not happy with, we will fix,” she promises. “A customer doesn’t have to be afraid to order something custom-made for fear she won’t like it.”

Jennifer Joanou, Inc., 156 N. La Brea Ave., Los Angeles, (213) 937-3693 .