Never has customising been so in-demand as the beginning of the noughties when we were all trying to mirror Stella for Chloé rips, Destiny’s Child denim and Matthew Williamson applique.
In 2015 the demand returns but the game has changed; customising no longer refers strictly to seventh generation punks or teen girl sleepovers. Now we (all) want full creative control in as many sartorially focused arenas as possible. Footwear included.
Away from heavyweight sports labels and unrealistic couture houses, online platform Farfetch and footwear label Swear have come up with an answer of sorts: MySwear.
Initially hooking up with 50 ambassadors to roadtest the service – Sky Ferreira and Barbara Palvin amongst them – the full shebang goes live tomorrow, allowing every Tom, Dick and Harry to add shoe designer to the curriculum vitae, at a push.
Marrying 3D modeling technology and expert knowledge courtesy of Portugal (stay with us), MySwear offers access to 16 silhouettes, 80 fabric combinations and countless afterthought personal touches. You want foil initials? You got foil initials.
Post-selection process attention from traditional Portuguese craftspeople concludes proceedings, making everything RTW IRL.