The brand's visual language is constructed around the idea that clothing design and the narrative should speak louder than graphics. Simple, almost default typography is used around photography rich layouts and messages.
The site's structure is made out of components to easily switch focus to relevant events: collection launch, campaign, or sale announcement. The unique experience was designed for campaigns to follow the narrative of each story.
The site is deeply integrated with its sister project, Perfect Mag, which builds a global community of women. Articles and clothing items are interlinked to tell a coherent story.