Lois Jeans - AW23 Campaign | UX/UI
Juan Riccardini
Overview
Lois Jeans wanted a digital presence for their AW23 campaign that felt modern and editorial, without losing the brand’s heritage and vintage spirit. The goal was to create a campaign landing page and browsing experience that combined strong fashion storytelling with clean, intuitive navigation.
I designed the full UX/UI for the campaign, focusing on a layout that felt bold, structured and visually consistent across devices.
Project Details
• Role: UX/UI Designer
• Tools: Figma
• Scope: Campaign landing page, collection browsing UI, responsive design
• Focus: Editorial storytelling, clear structure, consistent visual language
Challenges
1. Balancing heritage with modern UI
Lois Jeans carries a long history and a specific visual identity. The challenge was translating that into a minimal, elegant interface without losing the brand’s warmth and personality.
2. Mixing editorial storytelling with e-commerce clarity
Campaign pages often focus on mood and art direction, but users still need to move easily through the collection. The challenge was finding a structure that supported both.
3. Creating a flexible system for varied content
The campaign included hero photography, lifestyle shots and product-focused visuals. The website had to adapt to these changes without breaking consistency.
Solutions
1. A clean, editorial layout with strong visual rhythm
I built a grid that allowed large images to shine without overwhelming the user. Wide spacing, controlled typography and clear content blocks helped modernize the brand’s look.
2. Story-driven scrolling experience
The page introduces the campaign mood early, then gently transitions into collection discovery. This keeps the narrative intact while guiding users toward products.
3. Consistent UI elements across all modules
Typography, spacing and contrast rules were applied to every section, from hero banners to product grids. This kept the site looking cohesive, even with very different types of content.
User Benefits
Clear and smooth navigation
Users don’t have to guess what comes next. The layout feels familiar, intuitive and easy to explore.
Stronger product storytelling
Large visuals and well-defined content blocks help users understand the vibe of the collection before diving into products.
A premium brand feel
The refined UI elevates the perception of the brand, building trust and increasing engagement with the campaign.
This project shows how a legacy fashion brand can adopt a modern digital personality without losing its roots. The updated structure, clean UI and editorial feel create a balanced experience that feels both familiar and elevated.
Like this project
Posted Nov 30, 2025
I designed a visually rich website that combined campaign imagery, video, and editorial storytelling into one cohesive layout to promote Lois' AW Campaign.
