Overview
By Pegahatelier is a luxury fashion brand with an atelier-first identity, offering refined, thoughtfully designed pieces for women who seek quality over trend. The brand's aesthetic is distinctive — structured, elegant, and detail-led — and the store needed to reflect that without compromise.
The Challenge
Luxury fashion brands face a specific eCommerce problem: the in-store experience is part of what justifies the price. Online, that experience has to be recreated through design, pacing, and attention to detail. The previous store wasn't communicating the craftsmanship behind each piece or giving customers enough confidence to purchase at a premium price point.
Our Approach
We designed the store to let the product lead. Large editorial imagery, generous whitespace, and a restrained colour palette were used to create the feel of a curated showroom rather than an online catalogue. Product pages were rebuilt to communicate material quality, construction detail, and the story behind each design.
Collection navigation was simplified and refined to guide discovery without friction. Size guidance and product care information were embedded into the buying journey to reduce purchase hesitation and post-purchase issues. Mobile performance was prioritised throughout.
What We Delivered
Custom Shopify theme design and development
Editorial homepage and collection layout
Product storytelling and material-detail pages
Simplified collection navigation
Mobile-first responsive build
Speed and performance optimisation
