Today, we are launching the Anomalie DressBuilder, which allows brides to automatically create a custom sketch of their perfect dress based on 4 billion potential options. To me, this is one of the most important days in Anomalie’s history because DressBuilder is the culmination of three years of tireless work from our team to put a designer at the bride’s fingertips.

I’m excited to share the story behind the DressBuilder and to explain what it means for our brides and our mission to make the wedding dress industry more #Pro-Bride.

Using an online model to create a bride-friendly experience

The goal of Anomalie is to bring every bride’s perfect dress to life – at the perfect fit and a fair price. In 2019, there has to be a better, more magical, process than the high prices and low selection of the boutiques.

Julia’s Anomalie Custom Wedding Dress

It was clear that an online-first model, supported by an incredible stylist team just a call away, was the only way to achieve the goal of almost unlimited selection and fit. A brick-and-mortar store obviously can’t carry billions of options!

Online-first allows us to offer the world’s largest selection of wedding dresses, at fits tailored to each body, without the boutique markup. The response to this Pro-Bride vision has been overwhelming: nearly half-a-million brides have used Anomalie to visualize their gown and we are proud to be the highest-rated national retailer on WeddingWire.

While an online model brings brides significant benefits in selection and price, one major question comes up more than any other:

If I can’t see it, how can I visualize the exact dress I am going to receive?

The DressBuilder represents two years of work from our team to immediately generate a sketch your exact vision in real-time. While exploring our Design Shop, start with a detail that is most important to you. Once you have selected a dress that is closest to your vision, feel free to customize even further using our edit functionality. Our stylist team is just a call away if you have any questions, need recommendations, or if you just need an expert to bounce ideas off of!

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check out @anomalie’s new browsing experience! 🎉🎉🎉 Start w/design elements important to you, and filter 100,000’s of dresses to see all our capabilities 🤩

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Identifying the “building blocks”

While creating so many custom dresses over the past several years, we saw that these one-of-a-kind dresses were actually different combinations of the same building blocks. By matching different skirt silhouettes, necklines, lace types, and lace placements, a bride could design virtually any dress. With this realization, we had a big idea: to create the world’s biggest assortment of wedding dresses, with a fun and easy way for brides to pick the one that is perfect for them.

Our team has spent the past two years cataloging all the variables that go into a wedding dress. This has been an incredible undertaking, and we’ve created the most robust database of wedding dresses ever created, such as:

  • 18 types of sweetheart necklines to achieve the perfect shape
  • 42 different silhouettes for an a-line skirt to ensure exactly the right volume
  • 130 fabric options in white, ivory, and colored fabrics, sourced from the same mils that go into $10,000 boutique dresses.
  • 70 lace options that create almost any look imaginable

We have over 8,000 design layers, with each one representing different details of a wedding dress. Together, these more than 8000 layers can create 4 billion different dresses that can be easily navigated through our DressBuilder. 

If Pinterest had a dress workshop

The DressBuilder is Anomalie’s easy-to-use tool that helps the bride sort through all these options to create her one perfect dress. With the DressBuilder, each bride can filter through her personal design preferences to bring her vision to life right in front of her eyes. Behind the tool’s interface, dress variables are being refined to produce a customized sketch for every bride. In this way, every bride has the expertise of top wedding dress designers right at her fingertips, reading her mind to design every detail of her perfect dress.

Like Pinterest, the DressBuilder provides virtually unlimited content that a bride can scroll to inspire and discover her perfect wedding dress. But with Anomalie, every photo she scrolls connects her to customized sketches. Every bride is better informed as the DressBuilder translates her style preferences into technical dress specifications. Brides can continually refine their profile and create as many sketches as they want (the record in early testing was a bride who created over 1100 sketches!)

Once the bride is confident in her design (or if she has any questions), she can schedule a Design Appointment with our incredible team of stylists. On the Design Appointment, she’ll make final adjustments to her sketch, receive custom lace and fabric suggestions, and get a price estimate for her design.

The same layers that allow the DressBuilder to create such customized sketches are also tied to detailed construction standards in our workshops. When the bride confirms her sketch, she knows exactly what she is getting and we create the garment to the same consistency and quality standards as a high-end dress created in a mass production method.

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W.I.P. 😊

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Making the wedding dress industry more Pro-Bride

Our ambition is not simply to sell wedding dresses online – Amazon can do that and we know brides need much more. It is to use our design, technological and manufacturing expertise to magically create the perfect gown for every bride–and consistently deliver it with perfect fit, at the perfect price, with impeccable service.

This next step is only possible because of the feedback we’ve received from each of the thousands of brides we’ve worked with. We never take for granted the trust brides put in us to make such an important garment, and we treat every dress as if it were our own. Nothing makes me more proud than hearing from our brides the incredible lengths our team goes to ensure they look and feel beautiful on their wedding day.

We are so excited to launch the DressBuilder to give an unprecedented level of information and personalization to brides. Combined with our expert stylists and best-in-class factory partners, I know we are creating something very special. If you or a friend can’t find your perfect dress, we encourage you to use the DressBuilder and schedule a complimentary call with the amazing Anomalie stylist team!

Anomalie Founder & CEO