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Remember The Uniform Project? To raise money and awareness for the Akanksha Foundation, Sheena Matheiken wore the same little black dress every day for 365 days, styled as creatively as imaginable and photographed daily.

Today, the designer of that little black dress is doing something truly disruptive in the fashion industry: Eliza Starbuck is releasing her new label, Bright Young Things, offering one collection of one dress — a piece that will inspire us to “shop our own closets” to spice it up with our own personal style.

“I’ve seen so many women with closets full of clothes who say, ‘I haven’t got a thing to wear!’ I’m giving them one dress that they can wear forwards, backwards, open, again and again, with anything they like,” Eliza says. You really can wear it with the buttons in front or back, as you can see in the pics here. Her concept is borne of the idea that fashion shouldn’t be obsolete each season.

Describing her decision to put the dress into production, Eliza said, “If by buying my one dress, women would forego buying five cheap and trendy dresses this year, that would be a big feat. Keeping that much junk out of the landfills alone would make production worthwhile to me.”

The dress was previously offered in a limited production of 365 pieces, which sold out immediately. The Bright Young Things website encourages wearers to submit personal style pics of them in the dress, from which the images here have come, and I can’t wait to see how it will grow once the dress is more widely available.

The dress goes on pre-sale TODAY, produced in the U.S. of high-quality cotton, for $185. Support Eliza in changing the paradigm of mass consumer culture and get yours here!