Fashion Storytelling: Prom Campaign Design
Prom represented an opportunity to create a highly visual and emotionally driven shopping experience. The campaign combined fashion imagery, editorial layouts, and curated product collections to capture the excitement, anticipation, and self-expression associated with the event.
Designed to function as both an inspiration hub and shopping destination, the experience blended brand storytelling with merchandising strategy, helping customers confidently navigate trends, outfits, and occasion-based purchases.
Featured Story Editorial Series
Featured Stories provided an opportunity to move beyond traditional merchandising and create richer editorial experiences centered on fashion, trends, seasonal moments, and brand storytelling. Designed as immersive content destinations, these experiences combined photography, typography, and curated product assortments to inspire customers while supporting discovery and engagement.
Each story was developed with its own visual point of view, balancing editorial presentation with shopping functionality. The examples below highlight a range of approaches used to translate fashion concepts into compelling digital experiences, demonstrating how content, imagery, and merchandising worked together to create engaging customer journeys.
Designer Spotlight: Dyvna of Proenza Schouler
Featured Stories often began with a person, point of view, or creative perspective rather than a product category. This editorial experience highlighted Dyvna, former CEO of Proenza Schouler, using photography, content, and layout design to create a narrative that reflected her personal style, fashion philosophy, and influence within the industry.
The visual approach balanced storytelling and commerce, pairing editorial imagery with curated product selections to create a more meaningful customer experience.
Through careful pacing, typography, and image composition, the story unfolded as a visual narrative that connected inspiration, brand identity, and fashion discovery within a cohesive digital experience.
Tech Gifting Guide
Designed as an editorial gift guide, this Featured Story showcased emerging technology and must-have products through a curated, magazine-inspired experience. Photography, content, and merchandising were carefully combined to help customers navigate a rapidly evolving category while discovering products that fit a variety of lifestyles and gifting needs.
The experience elevated traditional product browsing through storytelling, creating a destination that felt informative, inspirational, and easy to shop.
Kate Spade New York Gift Guide
Designed as an immersive digital destination, this Featured Story translated the Kate Spade New York aesthetic into a curated editorial experience. Photography, color, typography, and merchandising worked together to create a playful and aspirational environment that reflected the brand’s signature style.
Category-driven shopping links were thoughtfully integrated throughout the experience, allowing customers to explore key collections while remaining connected to the broader story. The result was a seamless blend of inspiration, brand expression, and commerce.
Lancôme Product Guide
Lancôme Le Teint Particulier introduced a highly customized approach to foundation matching, using advanced technology to create formulas tailored to individual skin tones. This Featured Story translated a complex beauty innovation into a clear and engaging customer experience through visual storytelling, educational content, and guided product exploration.
By simplifying the matching process and highlighting the technology behind the service, the experience helped customers better understand the product while building confidence in the personalized consultation journey.
Designer Spotlight: Inside the World of Erdem
Celebrated for collections rooted in research, literature, and historical narratives, Erdem Moralıoğlu approaches fashion as a form of storytelling. This Featured Story was designed to showcase the designer’s unique creative process, highlighting the literary influences, artistic references, and romantic sensibility that have become signatures of the Erdem brand.
Through a blend of editorial layouts, designer insights, and curated fashion selections, the experience invited customers to engage with the collection beyond the garment itself. The result was a richer brand narrative that connected inspiration, design, and commerce within a seamless digital experience.
Denim Guide & Brand Showcase
Editorial lookbooks were designed to simplify the denim shopping experience by showcasing a range of fits, washes, silhouettes, and styling options across women’s fashion. The experience combined trend-driven imagery with educational content to help customers understand the differences between cuts and discover styles that matched their personal preferences.
Designed for both desktop and mobile environments, the layout balanced inspiration with functionality, creating clear pathways for exploring categories such as skinny, straight, bootcut, boyfriend, and high-rise denim. The result was an engaging shopping destination that transformed a complex product category into an approachable and visually compelling experience.
