Direct-to-consumer store for a fashion label

A fashion label selling mainly through marketplaces wanted a direct store that reflected the brand and gave them ownership of the customer relationship.

Marketplace listings flattened the brand into a grid of thumbnails, and the existing site was slow and hard to update between collections.

• Launch a branded direct-to-consumer store
• Make collection launches easy for the in-house team
• Reduce friction from product page to checkout

We treated each collection as a story: editorial landing pages lead into product pages, with checkout kept as short as possible.

Competitive review, mobile-first wireframes and checkout flow testing shaped a layout where product imagery does the selling.

A custom Shopify theme with reusable sections, optimized image delivery and integrations for inventory and email marketing.

We extended the label's identity into a web type system and photography guidelines for product shots.

A fast, editorial storefront that the team updates themselves each season, supported by a matching set of launch ads.