Halden
A concept Shopify store for an independent womenswear label leaving the marketplaces: look-book collections, editorial product pages and a fit finder built to make people order the right size first time.
Hero image · 2400×1350hero.webp(01)The challenge
On a marketplace, the clothes are good and the brand is invisible.
An independent label selling through big marketplaces gets the traffic but not the relationship: no story, no repeat customers, and a returns rate driven by people guessing their size.
(02)What we discovered
Returns are a fit problem before they are a logistics problem.
Shoppers at this price don't mind paying; they mind being wrong. If every piece shows who is wearing which size, and suggests one for you, the guessing stops before checkout.
(03)The approach
Shop the look-book
Collections open like an editorial: big campaign images between product cards, each model labelled with height and size worn.
A fit finder in the product page
Two answers, height and usual size, give a size suggestion right under the size buttons, with a plain "runs small / true / large" scale.
Size confidence to checkout
A sticky add-to-bag bar keeps the chosen size in view, and the bag confirms each item matches your fit profile, with free exchanges spelled out.
(05)Key screens
Desktop and phone.
Designed screens for the concept, desktop and phone.
Home · desktop 1600×1000home-desktop.webp
mobile 780×1688home-mobile.webp01Home
A split campaign hero and three look-book entry points. Free size exchanges sit in the top bar, not the small print.
Look-book collection · desktop 1600×1000collection-desktop.webp
mobile 780×1688collection-mobile.webp02Look-book collection
Campaign images break up the grid; every product shows the model's height and the size they're wearing.
Product + fit finder · desktop 1600×1000product-desktop.webp
mobile 780×1688product-mobile.webp03Product + fit finder
The size suggestion lives under the size buttons, and a sticky bar keeps add-to-bag in reach.
Bag · desktop 1600×1000bag-desktop.webp
mobile 780×1688bag-mobile.webp04Bag
Each item confirms it matches your fit profile; free exchanges are explained before checkout.
(04)Design system
The look, in parts.
Quiet neutrals, so the clothes carry the colour. Sea glass is kept for fit help only.
- Bone
#EEECE7Background - Paper
#F7F6F2Panels & bag - Graphite
#1F2022Text & buttons - Sea glass
#4E7F78The only accent: fit guidance - Stone
#CFCAC0Image grounds
Quiet weather.
Aa Bb Cc 0123456789We'd suggest M. Relaxed through the shoulders.
Aa Bb Cc 0123456789(07)What we built
A Shopify concept where the look-book and the size guide are the same thing.
Editorial collections
Collection pages pace products between campaign images, like turning the pages of a look-book.
Inline fit finder
A size suggestion and fit scale on the product page, with the reasoning written in plain words.
Size confidence
Sticky add-to-bag, fit checks in the bag and free exchanges, so the first order is the right one.
Features
- Look-book collections
- Model size labels
- Fit finder
- Fit scale
- Sticky add-to-bag
- Bag fit check
- Free size exchanges
- Shop Pay
Stack
- Shopify (Online Store 2.0)
- Custom theme sections
- Metafields for fit data
Scope
- Brand direction
- UX & UI design
- Key screen design
(09)Designer's note
Fashion sites usually treat the look-book and the size guide as separate pages. Halden puts fit information everywhere the shopper is already looking, so confidence builds while they browse instead of at checkout.
(10)Credits
- Concept & design
- HuesLoom Studio
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