With a collection that boasts over 80 international designers—far surpassing their competitors—it was crucial to design a flexible system to accommodate the diverse, ever-evolving imagery supplied by each fashion house. Thoughtful design solutions were required to ensure the site felt consistent and refined, despite the content being beyond our control. 

Beyond the aesthetic, driving conversion was a key focus area. Strategic user flows create a polished user experience that encourages exploration, seamlessly inspiring and educating customers to guide them down the path to purchase.

Fashion-forward parameters 

Impactful large-scale imagery across the site showcases each brand’s story while a considered use of white space gives each label a designated moment to stand out, focusing users’ attention to encourage exploration. To account for the tall proportions that are commonplace in fashion photography, the design preserves the aspect ratio. This maintains the integrity of the visual assets by ensuring images aren’t constrained by restrictive frames. 

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Premium touches 

Hover animations add a layer of sophistication, improving the flow of the browsing experience by offering an alterative view of the garment at the collection level. This allows users to explore the range, without needing to navigate into individual product pages.  

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Flexible navigation

Facilitating clear user navigation was crucial for optimising conversions. A comprehensive mega menu enables customers to explore by designer, category, or collection, alongside curated edits from influential guest muses. These edits are further integrated into blog articles, offering inspiration before leading users to shop.

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Clear paths to purchase

Product pages strike a balance between showcasing garment details and facilitating quick browsing. Extra-large imagery takes centre stage, while product descriptions and variants are separated from the purchase functionality to ensure a clear and streamlined path to purchase.

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International considerations 

To accommodate the diverse sizing from international brands and help customers make confident decisions, we integrated a detailed size guide across all product pages. Providing this information at the moment of purchase ensures a smooth, uninterrupted shopping experience, keeping customers engaged and minimising the potential for abandoned sales.

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Highlighting the physical stores

Premium photography captures the sophistication of the boutiques’, aligning the in-store experience with the digital, while highlighting the space's unique character.

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