The Edit — Shop the Look Fashion Store Design

Role: Web Designer · Tools: Figma, Shopify · Type: Shopify store design · Studio: CXT Studios, which I co-founded

Most fashion stores still ask you to shop one item at a time. You like a cardigan, you add it, and you have to imagine the rest of the outfit yourself. A lot of people never get that far, and the store is left with a smaller bag than it could have had.

The Edit is a shop-the-look fashion store I designed to solve that. It is built around ten complete outfits. You turn through the looks, you find one that feels like you, and you can take the whole thing — or just the pieces you want, in your sizes — in one go.

I work with fashion and beauty brands, and I kept coming back to the same problem. People do not really shop in single items. They shop in outfits. They want to know what goes with what. A product grid does not help them much, and a lookbook that you cannot buy from does not help the brand.

So I designed a store that starts with the look, the way an editor would put an outfit together, and still lets you buy it like a shop. That is the kind of experience I would build in Shopify for a fashion brand: not just a catalogue, but a way to leave with a complete outfit.

Two things had to hold at once:

It had to feel like a lookbook. Quiet type, space around the clothes, a page you want to turn through. If it felt like a standard product grid, the idea would be lost.

The path to the bag had to stay short. Someone should be able to go from a look they like, to their pieces and sizes, to a complete bag, without hunting through the site. They should also be able to drop a piece or change a size without losing the outfit.

I started with the outfit, not the product page. Each of the ten looks has a name, a short line, four pieces and a complete-look price. Grey layers, the first look, is a grey cardigan, black trousers, black shoes and a shoulder bag, and the complete look is £355. The ten complete looks range from £250 to £355. Some pieces appear in more than one outfit, the way a real wardrobe would.

From there I designed the path through the store: a carousel you can drag (or swipe on a phone), a rail of the pieces in the look, a closer view with markers on the model, and a "Make it yours" step for sizes and the pieces you actually want.

A store that starts with the look. The first screen is "Try the look." with the line "Good pieces. Better together." The ten outfits sit in a carousel you drag to turn, with the look name, a short line and the pieces listed beside it. The selected model has a gentle idle motion, so the look feels like a person standing in front of you, not a still photograph. The complete look price is always visible, so you can see what the outfit comes to before you go any further.

Looks you can shop in one step. "Shop this look" opens a panel where every piece is already selected. You choose sizes — S to XL for clothes, UK 7 to 11 for shoes, one size where it is needed — and you can uncheck anything you do not want. The total updates as you go. Once the sizes are in, you add the selected pieces to the bag in one tap.

A closer look at each piece. "Explore the look" places numbered markers on the model. You can tap a cardigan or a shoe, see it as it is styled in the outfit, pick a size, or go back and shop the complete look.

The collection, if you want to browse. "The collection" and "View all looks" open a grid of all ten outfits, with a search for looks, pieces or colours, so you can find a cardigan or a colour across more than one look.

A bag that still feels like an outfit. The bag keeps the look name and the size with each piece, and shows the subtotal for the selection. From there you can preview checkout. The aim is that you leave with a complete outfit, not a single item.

A clear point of view. The store has a short page for this: "An outfit is more than its pieces." The idea is simple. Start with a look that feels like you, explore the details, and put them together your way.

This is a Shopify store design, made to show how a fashion brand could sell complete looks rather than single items.

You can explore it here: https://dev.cxtstudios.com/the-edit

For a Shopify fashion brand, a store like this would make it easier for someone to picture the outfit and take it with them, which is how you grow the average order, rather than hoping a single piece leads to another.

The store does not start with a grid of products. It starts with an outfit.

Once someone has found a look that feels like them, the rest of the path is short: choose your pieces, choose your sizes, add them to the bag. The lookbook and the shop are the same place.