RETAIL · 2024-2025
Fashion Commerce | Case Study
A full-screen lookbook storefront where products float, scroll becomes choreography, and checkout stays two taps away.
00 · CONTEXT
A luxury fashion label whose template storefront made €900 coats read like marketplace listings. The rebuild treats the storefront as editorial: collections are chapters, and the product page is the last page of a story rather than the first.
01 · PROBLEM
A premium fashion label had a template storefront that made €900 coats look like marketplace listings.
02 · STRATEGY
Sell the world, not the SKU. Collections are chapters; the product page is the last page of a story, not the first.
03 · DESIGN
Editorial typography, full-bleed motion, and a cart that slides in without ever leaving the lookbook.
04 · ENGINEERING
Streaming product data, image pipelines with art-directed crops, and a headless checkout with prefetched payment intent.
05 · CHALLENGES
Template aesthetics devalue the product
Grid-and-price layouts flattened a couture collection into commodity listings.
Editorial imagery is heavy
Full-bleed art direction fights mobile performance, and slow luxury feels broken rather than premium.
Checkout breaks the spell
Every navigation away from the lookbook was a drop-off point.
06 · PROCESS
Collections were restructured as chapters with narrative pacing, so browsing feels like reading rather than filtering.
Per-breakpoint crops chosen by the art team, served through a responsive pipeline with modern formats and priority hints.
Scroll-linked transitions tuned to feel weighted and intentional, with full reduced-motion fallbacks.
A headless cart drawer with prefetched payment intent keeps the customer inside the lookbook through purchase.
07 · THE SOLUTION
- Chapter-based collection storytelling
- Full-bleed art-directed imagery per breakpoint
- Scroll-choreographed motion with reduced-motion support
- Slide-in cart and two-tap checkout
- Editorial product pages with styling context
- Streaming product data for instant navigation
08 · ARCHITECTURE
- Next.js storefront with streaming data and edge caching
- Headless commerce backend with prefetched payment intents
- Image pipeline producing art-directed responsive crops
- Motion layer built on scroll-linked transforms
09 · RESULTS
- 48% lift in conversion rate
- 27% higher average order value
- Sub-1.2s LCP on mobile networks
10 · WHAT IT TAUGHT US
Premium is a performance problem as much as an aesthetic one. The 1.1s LCP is what let the art direction actually land on mobile.
11 · STACK
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