The Finerie began as a rare proposition to fill the void in the retail space for women over 35, while also providing a more interactive shopping experience and community space. Housed in the Fillmore District in San Francisco, the brand looked to provide luxury, highly-curated, contemporary women’s apparel and home/giftware. The Finerie was rooted in fostering community through style and lifestyle events with the ultimate goal of uplifting women. It hoped to reach women through customized retail experiences like personal shopping, closet makeovers, and gift shopping support, eventually expanding the brand’s focus to include community events, talks, and more.
Due to its unique mission along with a sizable offering of products and services, The Finerie looked for an educational and informative website with a clear hierarchy, all organized within a beautiful and appealing website. The website required a few key organizational tools such as a calendar for upcoming events, and a way to highlight its suite of exclusive, high-end partner brands. The objective was to create a website that felt confident, joyful, and refined, reading true to The Finerie’s personality.
The resulting web design was a thoughtful balance between amplifying The Finerie’s unique story and positioning, while also introducing and selling its services and goods. The brand hoped to bring customers into the physical store to engage with the community and immerse in the social experience, rather than shopping online. Therefore, instead of serving as an e-commerce platform, the website offered an introduction to the partner brands, as well as details about the brand’s mission, story, its inspiration, and images of the founders. Throughout the web design process, the carefully-crafted branding of The Finerie was thoughtfully preserved through stylish and elegant design elements that matched some of the in-store themes such as arced images. The design was executed in line with a smart, expressive, witty, and warm tone.
March 2023
Role: UI Design and Art Direction