Two directions,
one buying journey

Both concepts carry identical copy, products and section order — so this is a choice of visual direction, not of scope. Open either one to see the full page.

Editorial

A darker, magazine-led direction. Deep lapis stages with inset panels, a high-contrast display serif with ornate swash capitals, and an oversized wordmark closing the page.

Dark stage with ice-toned content panels
Display serif and swash capitals
Hairline column rules and wide margins
Feels closest to a luxury fashion title

View concept A

Refined Store

An evolution of the store as it stands today. Same gold bar, lapis header and airy white sections — reorganised around a clearer path to purchase rather than rebuilt.

Keeps the current header, palette and typefaces
Light, airy sections with centred headings
Large product photography on white
Lowest-risk change to the live theme

View concept B