Love Stories
2026
Client
Client
Love Stories
Love Stories
role
role
End-to-end Design: Art Direction, UX/UI & Visual Design, Digital Brand Guidelines
End-to-end Design: Art Direction, UX/UI & Visual Design, Digital Brand Guidelines
Agency
Agency
Not Selling Liquid
Not Selling Liquid
Love Stories arrived at a moment of growth. What began as only an underwear brand, had expanded into a full clothing collection. The brand was outgrowing the website that once represented it. They needed a new digital direction, one that felt editorial, unmistakably theirs, and open enough to move across different collections.
The focus wasn’t on just a redesign, but a space where the brand could explore and define its own maturing identity, and my role was to give it a foundation to grow from without fixing it in place.
The Ask
The Ask
The challenge was to build a digital identity that could set the tone for the entire brand. A real tension sat inside the company: a founder with a strong editorial vision, and an e-commerce site that had to stay functional and shoppable. The two did not naturally belong together, and the aim of the project was finding where editorial expression and commercial clarity could meet.
The Ask
The challenge was to build a digital identity that could set the tone for the entire brand. A real tension sat inside the company: a founder with a strong editorial vision, and an e-commerce site that had to stay functional and shoppable. The two did not naturally belong together, and the aim of the project was finding where editorial expression and commercial clarity could meet.
The Approach
The Approach
As a brand that breathes constant exploration, it also needed a system built for controlled flexibility. The branding was set in stone at its foundation, with fixed components and rules, so the identity could never drift however far the brand wanted to push. Besides the foundation, I brought modular sections to give room for exploration: space for editorial storytelling, so that each new collection would feel distinct without breaking the system.
The Approach
As a brand that breathes constant exploration, it also needed a system built for controlled flexibility. The branding was set in stone at its foundation, with fixed components and rules, so the identity could never drift however far the brand wanted to push. Besides the foundation, I brought modular sections to give room for exploration: space for editorial storytelling, so that each new collection would feel distinct without breaking the system.
Browsing by style, not by grid
Browsing by style, not by grid
Lingerie is hard to shop online, where a standard grid flattens the differences between bra styles. We created a default view which organises products by style instead: each row holds one bra type with its name, description, starting price and a scroll through every colorway.
Browsing by style, not by grid
Lingerie is hard to shop online, where a standard grid flattens the differences between bra styles. We created a default view which organises products by style instead: each row holds one bra type with its name, description, starting price and a scroll through every colorway.
Seeing it worn
Seeing it worn
Clothing and lingerie can't be judged from a flat product shot, they need to be seen worn, and in motion. The product page leads with large imagery and video, while "shop the look" moves users straight from inspiration to the full outfit.
Seeing it worn
Clothing and lingerie can't be judged from a flat product shot, they need to be seen worn, and in motion. The product page leads with large imagery and video, while "shop the look" moves users straight from inspiration to the full outfit.
A navigation that breathes
A navigation that breathes
The navigation feels closer to a magazine than a standard menu, and lets the collections speak through imagery first.
A navigation that breathes
The navigation feels closer to a magazine than a standard menu, and lets the collections speak through imagery first.
The Impact
The Impact
What emerged is a foundation the brand can grow into. A system that holds its identity strong while leaving room to expand into new collections and categories, built to let Love Stories evolve without losing coherence. The site is currently in development.
The Impact
What emerged is a foundation the brand can grow into. A system that holds its identity strong while leaving room to expand into new collections and categories, built to let Love Stories evolve without losing coherence. The site is currently in development.
More works
Let's create a meaningful experience together.
Let's create a meaningful experience together.
Let's create a meaningful experience together.