Thanks to the wonders of the web, customers are being given the chance to design their own dress or handbag.

StyleShake.com’s founder Iris Ben-David, a former interactive marketing executive, says users can design their “dream dress” out of up to 15,000 possible combinations with the site’s predesigned building blocks (“Much like a Lego game”). On the site, you can choose your fabric, design a dress and get it delivered in 10 days for £99 ($197). “We see fashion as a means for self-expression,” says Ben-David. “We don’t dictate the ‘must haves’ – we give you the liberty to define them yourself.”