Where fashion meets interface

When the brand’s new architecture was defined, it became clear the existing website could not support the vision — it was outdated, inflexible, and fragmented. My challenge was to build everything from scratch: to translate the brand world digitally, preserve the distinctiveness of each line, and create a cohesive experience across couture, prêt‑à‑porter, and diffusion.

I was tasked with turning a crafted, layered brand world into a digital system. Each line needed its own tone, audience, and hierarchy, yet all had to feel connected. Starting with nothing from the old site, I mapped the full user journey for the couture line, identifying where the experience could evoke the drama, exclusivity, and craftsmanship of the brand online.

Wireframes became my first tool for structuring the brand digitally. Every page was treated like a runway: hierarchy, spacing, and navigation reflected the character of the collection it represented. Components and interaction patterns were designed to flex across the three lines, allowing each to feel unique while drawing from the same underlying logic.

Interface design was exploratory but deliberate. I tested typography, image treatment, spacing, and rhythm, aiming to translate the weight and precision of couture into pixels. Transitions, layouts, and visual hierarchy were calibrated so that the brand’s identity and storytelling came through without sacrificing clarity or usability.

The website went live and was a success for the brand. It gave Gert‑Johan Coetzee a digital platform that felt true to his identity, connected all three lines under a coherent system, and elevated the brand online. Beyond the visuals, the site offered an intuitive, scalable experience, proving that careful UX and thoughtful design can translate even the most layered, high-fashion brand into a digital space that works, engages, and grows with the brand.