Alexa Chung
Alexa Chung
Alexa Chung
A design exploration at the intersection of high-fashion editorial and high-conversion e-commerce.
Impact
Featured in Behance's gallery
15,4k project views
1,3k appreciations
74 comments
A design exploration at the intersection of high-fashion editorial and high-conversion e-commerce.
Impact
Featured in Behance's gallery
15,4k project views
1,3k appreciations
74 comments
The problem: Fashion brands spend on editorial, then send customers to a product grid that looks like everyone else's. The goal was to translate the unique British-cool DNA of the Alexa Chung brand into a digital space that feels more like a curated magazine than a standard storefront.
The problem: Fashion brands spend on editorial, then send customers to a product grid that looks like everyone else's. The goal was to translate the unique British-cool DNA of the Alexa Chung brand into a digital space that feels more like a curated magazine than a standard storefront.
Key decisions:
1. Scenes, not sections. The homepage is a sequence of editorial spreads. Each carries a quiet product reference that leads straight to the item.
2. Type does two jobs. High-contrast type gives the magazine feel and separates statement, product, and action.
3. Mobile gets its own composition. Rather than shrinking the spreads, mobile screens are recomposed so image and product never compete for the same space.
Key decisions:
1. Scenes, not sections. The homepage is a sequence of editorial spreads. Each carries a quiet product reference that leads straight to the item.
2. Type does two jobs. High-contrast type gives the magazine feel and separates statement, product, and action.
3. Mobile gets its own composition. Rather than shrinking the spreads, mobile screens are recomposed so image and product never compete for the same space.
Results: The concept was featured in Behance's gallery, reached 15,4k views and 1,3k appreciations, and brought in dozens of inbound fashion e-commerce inquiries.
Results: The concept was featured in Behance's gallery, reached 15,4k views and 1,3k appreciations, and brought in dozens of inbound fashion e-commerce inquiries.
@ 2026 Kirill Pikalov