The fashion line à la disposition has a unique audience: avant-garde clothing connoisseurs. An online store was the logical way to reach this small, scattered group. But it would need to tread the fine line between art and commerce.
We created a minimalist gallery designed to make visitors appreciate fine details in the clothing. The site's landing page was a full-screen video featuring pieces from the collection that drew users into the collection's conceptual narrative. The shopping cart itself was a black canvas containing a scrollable marquee of revolving collection pieces.