Updated March 5, 2014 8:27 p.m. ET
Aslaug Magnusdottir brought the designer trunk show online when she co-founded Moda Operandi, a site where shoppers order fashion straight off the runway, before it has even been produced. The site helped revolutionize the way luxury clothes are sold.
Now, Ms. Magnusdottir, an Icelandic fashion investor, is launching a retail site bringing advances in customization from mass-market retailing to the luxury fashion world.
Starting later this month, her new venture, called Tinker Tailor, is set to sell clothes from roughly 50 labels including Giambattista Valli, Rodarte and Alberta Feretti while offering consumers ways to alter certain aspects of the designs.
"It's the Nike ID of luxury fashion," Ms. Magnusdottir said, referring to the Nike program where people customize shoes and accessories. The Internet and careful production logistics have made customization possible for sneakers, T-shirts and other mass-market clothing for years.
Ms. Magnusdottir left Moda Operandi in May 2013 and is launching Tinker Tailor with three partners. The idea behind the new platform is to offer more choices to the designer customer. Want sleeves on that sleeveless Marchesa sheath dress? Sleeves, hemlines, embellishments and other garment details will be customizable.
Fabrics and colors can be selected, although the choices aren't unlimited. Designers tell Tinker Tailor which elements can be customized, Ms. Magnusdottir says. Prices will range from $200 for some tops to $20,000 or more for gowns.
Many of these designers are already doing this sort of thing for stores and exceedingly important clients. Store buyers may ask to have a hemline lengthened or neckline raised for their order, knowing that their clients don't have the fashion-model figures samples are designed for. Likewise, designer labels often offer stores several fabric or color options.
Tinker Tailor brings the access to a new level. Helping boost the site's cool quotient is an advisory board with members including Leandra Medine, the Man Repeller blogger; actor-writer Waris Ahluwalia; Princess Reema Bandar Al-Saud of Saudi Arabia and Ashley Bush, granddaughter of George H.W. Bush.
The Tinker Tailor website and mobile app offer 3-D tools that clients can use to create their own designs and then order them under the Tinker Tailor label. Prices range from $300 or so for a day dress to $1,200 or more for a gown.
Tinker Tailor won't offer customers the immediacy of Net-a-Porter's same-day delivery. Clients have to put down a deposit and wait several weeks for the garments to be manufactured.
The venture also plans a social aspect—a "Tink Tank" community where customers can share designs and get feedback. The venture hopes to coin a new verb, to "tink" a design.
Write to Christina Binkley at christina.binkley@wsj.com
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