Votive — When Sustainability Becomes UX
Gwen Abas
01. Hero
Votive
Designing a slower way to shop fashion.
An editorial e-commerce experience for a fashion brand that believes better clothing starts with better choices.
My Role: UX/UI Designer · Framer Developer
Scope: E-commerce · CMS · Responsive Design
02. The Challenge
How do you make sustainability feel desirable?
Sustainable fashion websites often fall into one of two extremes: they either look like conventional e-commerce stores with sustainability added as a layer, or they become so focused on ethics that the fashion itself disappears.
Votive needed a different balance.
The experience had to make the products feel desirable first, while making the reasoning behind each purchase visible and accessible.
The goal: create an e-commerce experience where aesthetics, product discovery, and transparency reinforce each other rather than compete.
How do you make sustainability feel desirable?
03. The Design Direction
From “what's new?” to “what's right?”
This became the central idea behind the experience.
Instead of pushing endless novelty, the interface encourages users to slow down and understand what they're buying.
I built the visual direction around:
Editorial storytelling — fashion imagery carries emotional weight.
Intentional typography — strong hierarchy gives the interface a magazine-like character.
Materiality — warm, tactile visuals reinforce the physical nature of clothing.
Transparency — sustainability information is integrated into the shopping experience rather than buried elsewhere.
Restraint — fewer visual distractions allow the products and their stories to lead.
This is particularly visible in the homepage transition from “We stopped asking 'what's new?'” to “and started asking 'what's right?'”.
Editorial storytelling
From “what's new?” to “what's right?”
04. Shopping Experience
A product page that answers the questions conscious shoppers actually have.
The product page turns transparency into part of the shopping experience—not a footnote.
05. Transparency System
Making sustainability tangible.
Votive's sustainability information was structured as a reusable system so users can understand the impact behind each garment without leaving the shopping journey.
Transparency is the part of the shopping journey.
Sustainability information is connected and controlled by CMS
06. CMS & Design System
Designed to scale beyond a single product.
Illustrating the CMS collection for clothing items.
07. Responsive Design
Every interaction and layout was designed to preserve the editorial character of the experience across screen sizes.
Responsive design in action.
08. The Result
A store designed to make people pause.
Votive turns sustainable fashion from a claim into an experience—giving shoppers the visual appeal of fashion editorial while making the information behind their purchase easier to understand.
404 Page Design.
Live site:
votive.framer.website
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Posted Aug 18, 2026
Redesigned an e-commerce experience for Votive focusing on sustainable fashion and transparency.
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