AISTR
How do you get a feel for a fit online? With understated clothing, I explore different views, spatial interactions and combining outfits.
Explore the storefront- Storefront development
- Interaction design
- Product displays
- Variant systems
- Fit configurator
- Collection design
- Fashion direction
How do you convey the shape and fit of clothing online?
- My choice
- I deliberately keep the clothing understated. That gives me room to explore views, details and combining individual pieces.
- What you see here
- AISTR and AFTR TYPE share the shop controls, with a distinct atmosphere for each collection and separate garment and size choices.
AISTR
I give AISTR a cool, graphic world and AFTR TYPE a warmer character. The shop brings both together.
The fit is
the foundation.
I deliberately keep the clothing understated and explore expression through presentation. How does a fit feel when you see it from several angles? And how do individual pieces become an outfit you can put together yourself?
Four fits, up close.
View. Choose. Combine.
A better sense of shape.
I try out views, crops and hover interactions to show more of the clothing. An interaction should help someone understand the fit.
Your own combination.
A campaign presents the complete look. I want choosing a single piece afterwards to feel just as easy, with separate sizing for the top and trousers.
A different atmosphere, the same shop.
With AISTR and AFTR TYPE, I explore how distinct colour, styling and brand imagery can be while keeping navigation familiar.
About this project
Keeping the clothing understated
This project began as OWN FORM. I eventually chose AISTR and developed the brand through clothing, labels and the shop. The simple fits give me room to explore something else: how can you make clothing easier to view and combine online?
I experiment with views, crops, spatial hovers and different catalogue layouts. The question is always whether an interaction adds something to the product. You should be able to read the shape of a hoodie and inspect a detail without losing your way through the rest of the collection.
Two labels, two atmospheres
AISTR gets graphite, ice blue and a graphic identity. With AFTR TYPE, I am exploring a warmer direction: Bone, Ink and a more flowing wordmark, used more subtly on the clothing. I carry those differences into the models, styling and campaign imagery too.
Both labels share the same shop technology. That makes it interesting to test how much individuality a collection can have while the controls remain familiar.
From a garment to an outfit
I develop the clothing as individual pieces and complete fits. A campaign shows the combination; you should then be able to choose just the hoodie or trousers too. For a set, I therefore keep the top and trouser sizes separate. That calls for clear variants and a selection that stays in place as you continue browsing.
Axis, Shell, Cargo and Knit are four of the fits I am exploring this with. They are clothing and shop designs in development. My main focus here is the relationship between product presentation, brand atmosphere and the technology behind it.
