E-commerce Site One Dress a Day Launches

In a twist on the flash-sale model, Australian designer Bruno Schiavi has introduced a new e-commerce site, One Dress a Day, which will offer one new limited-edition dress for sale every day.

"I wanted to create something nobody had done before," said Schiavi, the chairman and founder of Los Angeles–based Jupi Corp. "I thought how I could bring customers back to a site by going outside the normal marketing terms?"

Each style is available in size XS through XL. The limited-edition dresses will be available for sale on the site for 30 days—or until sold out. Manufactured in Los Angeles, the dresses are priced at about $159, although some more-detailed designs, such as a hand-beaded sequin style, are higher priced at $209.

The website will also feature style tips offered by guest bloggers, starting with Jenny Burnheim of Margo and Me.

Schiavi and his team will handle everything from design and production to marketing and fulfillment.

An avid dress collector, Schiavi takes inspiration in vintage garments from the 1930s and 1950s.

"I get inspired by designs by Gucci, Balenciaga and Christian Dior," he said.

But his styles are meant for more than a red carpet. "You can wear it from desk to dinner, at the office or at night," he said. Schiavi founded Jupi Corp. in 1996 as a global supplier of private-label fashions and branded collections, including the Kardashian Kollection MensFit, Dr. Rey Shapewear, Lisa Kelly Swim, Priscilla Presley and Piju.

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