Here is some initial reflexion around the homepage, on how to present the new collection, and showcasing some products or "tendances", and still be efficient as an e-commerce website.
Here is an "editorialized product page". We wanted to get rid of the traditional carousel, and the most important thing: display products in situation.
Ideally, bags close to hands, so we can see the real size. Clothes from different angles on a real person. Because the product alone isn't enough to really see it.
On top of that, some storytelling can be added for special products: a focus on fabrics, or some "savoir-faire", to explain the specificities of those luxury products.
First, the website must feature fashion shows & campaigns. Second, users must be able to buy online. Third, brand content is welcome (for SEO purposes). So it needs some flexibility, in order to display the "Sales", or new Collection, but also structure. We want consistency, for brand image but also user comfort.
We wanted users to quickly look at the new collection, with Runway, and "New In" entries.
After this, all the main categories to shop online and Sales is ending the top navigation level.
On hover, there is an expand menu, you can see below the 1st draft of possibles categories we were thinking of... and what it looks like on graphic design.
That's why it has to be simple, fast to update for the brand, and also mobile friendly.
Here is runway lookbook example on mobile.
We suggested some innovation, see prototype below, to easily find the products used for the look.
One look is often several pieces chosen by a stylist, and having shortcuts to all products was something we presented to the client.
An elegant design that allows the brand to present the collection,
from fashion shows to your cart.