Project 12 · Fashion & Couture E-commerce
Hermz
Where silhouette becomes signature a luxury Shopify storefront for a couture brand redefining the relationship between fashion and identity.
Where silhouette becomes signature a luxury Shopify storefront for a couture brand redefining the relationship between fashion and identity.
Hermz is a fashion-forward couture brand whose garments are defined by exceptional draping, rich colour, and a silhouette language that commands attention. Every piece is designed to make the wearer feel transformed and the online store needed to deliver that transformation from the first page load.
We built a Shopify storefront that operates like a glossy editorial spread full-bleed campaign photography, dramatic typography, and a product discovery journey that prioritises how garments make you feel over specification lists. The lookbook-first architecture positions Hermz as a fashion house, not a boutique.
Average order value increased 56% post-launch, with the "New Arrivals" editorial becoming the highest-converting product entry point on the entire site.
.png)
.png)
.png)
.png)
Hermz's extraordinary garments were being presented on a generic e-commerce template that communicated discount fashion rather than couture. Customers who found their social media would visit the store and immediately perceive a quality mismatch between the photography they'd seen on Instagram and the clinical product listings they arrived at.
We built a Shopify 2.0 theme from scratch, beginning with a full-screen video hero that opens on campaign footage and dissolves into a lookbook grid. Product pages were restructured around a "How it Feels" content block before the "How it Fits" specifications. A curated "Complete the Look" system increased basket sizes by surfacing complementary pieces with editorial context.
Average order value increased 56%. Return visitor rate improved 40% as the editorial content gave existing customers a reason to revisit even when not in active purchasing mode. The "New Arrivals" editorial page became the site's highest-converting product entry point, outperforming product search by 3× in revenue per visit.
A palette drawn from the garments themselves rich jewels, deep earth, and the neutrals that let colour sing.