Aethelwolf
Aethelwolf, a rising luxury fashion house, needed an e-commerce platform that felt more like a fashion editorial than a traditional online store. They wanted to blur the line between content and commerce, creating an experience where browsing felt like flipping through a high-end magazine.
Services Provided
- E-Commerce
- Brand Identity
- AR Integration
What We Set Out to Achieve
Editorial Commerce Experience
Create a shopping experience that integrates seamlessly with editorial content — lookbooks, behind-the-scenes stories, and designer interviews.
AR Try-On Technology
Implement augmented reality try-on for select pieces, allowing customers to visualize garments before purchasing.
Size-Inclusive Shopping
Build a size recommendation engine that reduces returns and makes every customer feel confident in their purchase.
Obstacles We Overcame
Content-Commerce Balance
Designing a system where editorial content and product pages coexist without one overshadowing the other required careful information architecture.
AR Performance
Implementing real-time AR try-on that works across devices while maintaining visual fidelity of luxury fabrics and textures.
Inventory Complexity
Managing SKUs across multiple sizes, colors, and seasonal collections with real-time stock updates across global warehouses.
How We Solved It
We designed a 'story-first' architecture where every product exists within a narrative context. The homepage rotates between seasonal campaigns, each with its own visual identity. AR try-on was built using WebXR for broad device compatibility, with fallback to high-quality 3D model viewers.
Before & After
Visual Showcase
Expertise Delivered
Brand Identity Design
Developed a comprehensive digital brand system including typography, color palette, iconography, and visual language that extends the fashion house's physical identity.
E-Commerce Development
Built a headless commerce platform with editorial-first product pages, seamless checkout flow, and real-time inventory management across global warehouses.
AR Try-On Integration
Implemented WebXR-based augmented reality try-on for select garments, with fallback 3D model viewers ensuring broad device compatibility.
Size Recommendation Engine
Developed a machine-learning-powered size recommendation system that analyzes body measurements and purchase history to reduce returns.
Content Strategy
Designed the editorial content architecture including lookbooks, designer interviews, and behind-the-scenes stories that seamlessly integrates with product discovery.
The Impact We Delivered
Conversion Rate Surge
E-commerce conversion rate increased by 185% compared to their previous platform, with AR try-on users converting at 3x the standard rate.
Reduced Returns
The size recommendation engine reduced return rates by 42%, saving significant logistics costs.
Brand Elevation
Featured in Vogue Business as an example of 'the future of luxury e-commerce', driving significant press coverage.
"They understood that luxury fashion isn't just about selling clothes — it's about selling a dream. Our website now tells that story beautifully."
Oak & Steel Architects
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