SOURCE: myShape.com

December 30, 2008 06:00 ET

myShape® Helps Women Determine What to Wear and Discover Their Personal Style for 2009

2009 Brings With It the Promise of a New Year, a New Look and a New Way of Approaching Personal Style

PASADENA, CA--(Marketwire - December 30, 2008) - myShape® (www.myshape.com), the Personal Shop on the web, is helping women refine what to wear as they discover their personal style for 2009. Patty Fox, myShape.com's Chief Creative Officer, Fashion Coordinator for the Academy Awards®, and best-selling author believes that what to wear is all about personal style and will define 2009 much more than fashion trends. Great personal style happens the moment a woman recognizes her personality and applies that personality to defining what to wear.

"Designers talk about trends because that is what we have been led to believe is what drives fashion, but truth be told, fashion has always revolved around personal style," says Fox. "When you think about fashion icons such as Jackie O or our soon to be first lady Michelle Obama, it is their personal style that leaps off the page, not what is trendy." Fox believes that cultivating personal style is not as difficult as it sounds. "Most women believe that determining personal style is a difficult task, and that there is some sort of lengthy formula or code that only a handful of women have cracked. At myShape.com, personal style comes down to this simple question: Who are you today?"

At myShape.com, personal style is defined by the following fashion personalities: Modern Classic, Artistic Trendy and Romantic Glam. According to Fox, a Modern Classic woman is an elegant, timeless and classic beauty who loves fashion that is just like she is. An Artistic Trendy woman is not afraid to try something different and something new while a Romantic Glam woman revels in her femininity. By asking "Who are you today?" anyone can easily slip into that fashion role that is a match to her personality.

A woman armed with a defined fashion personality can shop confidently knowing that what she is buying will suit her for more than just one outing or one season.

ABOUT myShape.com

myShape® is the new Personal Shop for women on the web -- an innovative women's fashion site that is changing the way women shop. myShape provides each member with her own Personal Shop™ filled with clothing choices that match her measurements, body shape and fashion and fit preferences. The Personal Shop and the ShapeMatch® system are protected by issued and pending international patents. The company is changing the metrics for retail online -- myShape members buy more, return less and are more satisfied with their clothing purchases. myShape is outreaching to millions of women to provide them with an effortless way to shop for apparel that fits and flatters™. For more information go to http://www.myShape.com.

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