HAY-HAY Shopify Store UI Design

HAY-HAY is an independent European fashion concept store that lives at the intersection of slow fashion, editorial culture, and community. The brand needed a digital experience that felt less like a typical online store and more like a creative platform one that could hold a curated shop, an independent magazine, editorial photography, a blog, and live community events all in one cohesive space.

I designed the full UI for the HAY-HAY website a multi-section Shopify storefront with a strong editorial identity. Key areas I worked on include:

Homepage - crafted a visual-first layout with a bold hero, featured stories section, and curated product highlights that guide users naturally through the brand world

Blog & Editorial sections - designed content-heavy layouts that feel closer to a digital magazine than a standard blog

Magazine page - built a dedicated space for HAY-HAY's independent print publication with a clean, gallery-style presentation

Community & Events - designed an events section showcasing pop-ups and brand gatherings across Europe

Shop & Product pages - balanced aesthetics with e-commerce functionality for their curated jewellery and objects collection

HAY-HAY's biggest challenge was coherence across very different content types fashion retail, long-form editorial, photography, and events all living side by side. My approach:

Discovery - studied the brand's tone, Instagram presence, and existing content to understand the visual language

Structure - mapped out a site architecture that gave each content vertical its own space without fragmenting the brand feel

Design - built a system around editorial typography, generous whitespace, and a restrained colour palette that lets the photography and content lead

Iteration - refined layouts to ensure the shopping experience felt as elevated as the editorial content surrounding it

Unified six distinct content sections (Shop, Blog, Editorial, Magazine, Community, About) into one seamless brand experience

Created an editorial-first aesthetic that positions HAY-HAY above typical fashion e-commerce stores

Designed a scalable layout system that supports ongoing content - new blog posts, magazine issues, and events drop without breaking the visual structure

Helped establish HAY-HAY's digital presence across European markets including Estonia, Switzerland, and beyond