One of the most visionary luxury fashion houses, Balenciaga is celebrated for its revolutionary silhouettes, high-profile admirers, and unique ability to reincarnate according to the times.
True to its forward-looking spirit, Balenciaga has become one of the most popular luxury brands among Millennials and Gen Z. They approached AREA 17 with a vision to elevate their e-commerce platform to drive loyalty and grow online direct-to-consumer sales.
Simple but daring, the new site strikes a balance between a high-performing, modern-luxury e-commerce experience and a distinctive embodiment of the Balenciaga brand.
With a devoted digital customer base, our priority was to improve all elements of Balenciaga’s e-commerce UX while also crafting a singular brand experience.
Our design facilitates product discovery and streamlines the browsing and check-out processes. With more consumers shopping on their phones, we fine-tuned both desktop and mobile navigation patterns, shortcuts and product lines, and introduced an improved product filtering system to accommodate a range of user habits.
In its early days, Balenciaga revolutionized the women's wear silhouette, and more recently, the brand fused high-end sportswear with couture. To celebrate this innovative legacy, we wanted our creative approach to embody a trailblazing, avant-garde brand spirit, while maintaining a high level of usability.
The uncluttered, minimal, almost brutalist interface provides the ideal canvas for the brand's exceptional, often exuberant creations. Simple yet bold, the design emphasizes innovative merchandising and promotes the brand's forward-thinking, inclusive and activist qualities.
To honor the range of Balenciaga’s palette — from playful streetwear to proto-couture runway looks to digital fashion drops for Fortnite — we implemented a modular design approach that can support seasonal collections, brand collaborations, and Balenciaga’s mixed-media merchandising approach.
The deep integration of our design system with the e-commerce solution SFCC provides a sustainable framework that ensures business performance and brand consistency.