New e.commerce / Milano / July 2015

Tags: Art direction, Graphic, Brand Identity

photo credits: Raffaele Passoni 

The concept beyond the Drexcode beta version restyling has been guided by the mix between editorial and emotional contents, both to support the e-commerce native core of the website.

The project aimed to focus on the semanthic meanings of the navigation, rather than on the click and buy behaviour, to reach a longer and playful interaction. A sort of a trip through the fashion rental, even supported by a dedicated blog.


The most technical features on the dress picking process such as sizes, occasions and colors has been translated into graphic icons which, click by click, are aimed to create a personalized selection among the whole collection.