A luxury fashion house where editorial storytelling and commerce are the same experience.
The thinking
Most fashion e-commerce treats the story and the store as separate — a pretty homepage, then a generic product grid. Mademoiselle's bet is that for a luxury brand the editorial is the conversion engine: if the catalog reads like a magazine, browsing becomes desire. So the whole site is built as a lookbook you can buy from.
How it's built
An 18+ component editorial system — full-bleed heros, grids, and highlight modules — choreographed with GSAP scroll motion, on a styleguide-driven, headless-ready architecture. The component system is the product: it keeps every page feeling art-directed while staying fast to extend with new collections.
Craft
- Editorial hero / grid / highlight systems across 18+ components
- GSAP scroll choreography
- Headless-ready architecture, photography-forward art direction
Stack
Next.js · TypeScript · GSAP · Tailwind · Crystal Design System
Role: Strategy, brand, and full build · Artasce Creative