Designing a product for customized wedding dresses at scale.

From long sleeves to strapless, lace to silk, wedding dresses come in thousands of unique style, color and material combinations. To give every bride the perfect dress, Anomalie needed a system that caters to each customer’s unique tastes, while systematizing enough elements to make the dress-making process efficient and repeatable.

The Anomalie system needed to recognize the complex relationship between all the individual pieces of a wedding dress. We built a new engineering design document that automated the customization process, enabling Anomalie to build a comprehensive inventory of the billions of possible dress combinations. This in turn produced billions of new SEO opportunities, while significantly streamlining the garment construction process. Now, brides can start their dress creation journey from scratch or modify existing designs to their exact tastes, then see their dream gowns come to life as they build them online.

Just two months after joining the project, we launched the first version of Anomalie’s dress builder. We also introduced engineering best practices around release processing, monitoring, logging and design documentation, ensuring the Anomalie team could take over the project and continue its success into the future. The app promptly went viral on TikTok, and was subsequently acquired by David's Bridal.