Hawes & Curtis · Editorial Commerce
SS26 Lookbook.
A premium editorial shopping experience designed to connect seasonal storytelling with product discovery, helping customers move from inspiration into considered buying journeys.
UX/UI Design
eCommerce
CMS Build
Client / Brand
Hawes & Curtis
Project type
Editorial commerce / campaign landing page
My role
Design, Prototyping, Front-End Build, CMS implementation
Key focus
Inspiration, interaction and product discovery
Context
A premium editorial shopping experience designed to connect seasonal storytelling with product discovery, helping customers move from inspiration into considered buying journeys.
Problem
The SS26 campaign needed a more premium digital experience that could showcase seasonal looks without becoming a passive image gallery.
Opportunity
Create a lookbook that felt editorial and brand-led, while still helping users move towards products, categories and purchase intent.
Goal
Balance campaign storytelling with a clear, shoppable journey across desktop and mobile.
The journey
A simple flow diagram is enough. This shows the page was designed as a journey, not just a static landing page.
1
Campaign entry
2
Campaign entry
3
Outfit grid
4
Product slide-up
5
PDP / purchase
Visual direction
A simple flow diagram is enough. This shows the page was designed as a journey, not just a static landing page.
initial design
FINAL design
Shoppable interaction
A simple flow diagram is enough. This shows the page was designed as a journey, not just a static landing page.
Default state
User lands on the outfit/product grid and can browse the lookbook visually.
Tap the plus icon
The plus acts as the main affordance for revealing product information.
Slide-up product panel
The product tray brings the shopping layer into the lookbook without forcing a full page jump.
Continue to PDP
Once the user has context, they can move into the deeper product journey.
Desktop view
Final outcome
A premium editorial shopping experience designed to connect seasonal storytelling with product discovery, helping customers move from inspiration into considered buying journeys.