Project Details
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Atelier
Project description
A clothing brand that reads as a house, not a catalogue
The Challenge
A premium clothing brand's website is judged before a single product is considered. The default template grid — four products per row, a filter sidebar, a sale badge — communicates discount retail regardless of what the garments cost, and the brand is read as cheaper than it is.
Editorial presentation costs load time, and a brand site that is slow on a phone reads as amateur. The design has to be uncompromising about space and typography while still meeting a reasonable performance bar.
The Solution
Design in the register of a print lookbook rather than a storefront: one garment at a time at full width, generous margins, typography doing the work that layout usually does, and product detail held back until it is asked for. The commerce furniture stays, but subordinate to the presentation.
Skills and deliverables
Features delivered
The hard part
Restraint with a purpose. Whitespace and huge type are easy to do badly — the discipline is that every element held back is held back because the garment is the subject, not because minimalism is the style.
The Impact
A complete brand site: editorial product presentation, collection structure and the technical bar a premium site is held to. No deployment is live, so the record states the repository as the artefact.
