Duke | Modern Fashion E-Commerce Website

Duke is a fashion e-commerce store built for a modern apparel brand, covering men's and women's collections from browsing through to checkout.

The goal was to create a premium, editorial-feeling online store that let the clothing carry the page — clean typography, generous imagery, and a purchase flow that stayed out of the shopper's way.

I started by mapping the shopper journey — home, shop, product, cart, checkout — and turning it into wireframes. From there I built a design direction around a warm neutral palette and a serif display typeface, so the storefront would read as a fashion label rather than a generic template. Once the direction was approved, I moved into the build.

The store was designed and built in Webflow. It includes separate men's and women's hero collections on a rotating homepage banner, a trust bar covering shipping, quality, payments, and support, a shop page with product cards showing sale pricing and colour variants, and a full checkout with a customer details form and a live order summary of items, variants, subtotal, shipping, discount, and total. Product listings run on Webflow CMS collections so new arrivals and collections can be added without touching the design, and every page is fully responsive.

The project was completed in approximately 4 weeks, from wireframes and concept approval through design and build.