Noiré

Noiré is a luxury fashion e-commerce brand offering premium menswear and womenswear with a twist: customers can try on pieces at home before committing to buy.

The brand had a compelling offer, but their initial hero section didn’t reflect that. It felt like any other fashion site with generic headlines, safe imagery, and no clear differentiation.

What Noiré needed was a hero section that sold the experience, not just the clothes. Something that would hook luxury-conscious shoppers, highlight their unique value proposition, and get users exploring the catalog fast.

Noiré was introducing a bold promise: “try before you buy” but it wasn’t being communicated clearly above the fold.

The original hero section:

Used vague, style over substance copy

Focused too heavily on aesthetics, not conversion

Didn’t reflect the inclusive nature of the brand (serving both men and women)

Missed an opportunity to build trust around the unique try-on model

This meant shoppers were bouncing quickly, unsure if this was just another fashion store.

I stepped in to redesign Noiré’s hero section to be bold, clear, and conversion driven while keeping the elegance and premium feel the brand stood for.

We honed in on three key areas:

Emotional clarity in messaging

Rewrote the headline to highlight the benefit, not just the offer Made “Try It On” central, not secondary Simplified copy to reflect a confident, luxurious tone

Strategic structure

Headline: Hooked with benefit driven language Subheadline: Explained the model in one line Dual CTAs: Let users either “Try Noiré” or “ View Collection” Micro trust elements: Added beneath the CTA to build confidence instantly

Every decision was driven by one core question “Does this help the shopper say yes faster?”

The redesigned hero section helped Noiré:

Immediately clarify their unique value above the fold

Create a first impression that felt modern and luxurious

Reduce bounce rate significantly in the first 14 days of launch

Build early trust with shoppers looking for fit-focused fashion experiences

It gave the brand a hero section that matched the ambition of their product and set the tone for the rest of the website.

You don’t need a full site overhaul to tell a strong brand story.

When you're building a brand from scratch, especially in fashion, the first screen does 90% of the talking If it doesn’t build trust, show value, and invite action, nothing else matters

With Noiré, we proved that one well crafted hero section can

Set the tone

Differentiate the brand

And spark momentum from scroll to sale