The Project

A contemporary digital home for Haya & I, an Australian modest fashion label exploring the balance between elegance, comfort and personal expression. An e-commerce experience that places the collections and their visual identity at the forefront.

The Approach

Fashion should be experienced, not overcrowded. We embraced a minimal editorial direction, using generous whitespace, refined typography and carefully considered compositions. The result is a shopping experience that feels closer to a fashion publication, where the garments remain the focus.