Craft a bold, immersive web experience for EllaFay’s Urban Elevation streetwear collection — blending high-fashion minimalism with raw urban energy. The goal: create a digital showcase that feels as confident and expressive as the clothes themselves.

Led UI/UX and creative direction

Designed high-fidelity web screens for homepage, collection, and product pages

Built a reusable component system and scalable style guide

Stark, high-contrast palette: black, slate, and electric accents for a cinematic street tone

Bold condensed typography for a fearless, modern identity

Asymmetrical grids and layered textures evoke energy and movement

Subtle hover and scroll animations add depth and luxury

Outcome A sleek, high-impact visual experience that positions EllaFay not just as a fashion label — but as a cultural brand. The UI system is built to evolve seamlessly for future drops and campaigns.