NOIRFOLD is a conceptual fashion label born from rebellion — positioning itself as an anti-brand, where identity is erased and expression takes form through shadow and silhouette. They needed a lookbook-driven website that felt more like an immersive editorial than a traditional eCommerce site.

Design and build a digital experience that communicates the brand’s philosophy of anonymity, absence, and non-conformity — without relying on conventional UX/UI cues. The site had to feel cinematic, uncompromising, and entirely on-brand.

UI/UX Design (Figma)

Visual Direction + Typography System

Lookbook Layouts

Framer Development (Scroll-based transitions + responsiveness)

Motion direction (Subtle parallax + fade-ins)

Brand Strategy Translation → Digital Experience

I immersed myself in NOIRFOLD’s manifesto and visual codes — minimal palettes, concealed faces, stark contrasts. The user experience needed to reflect a sense of mystery and intentional friction.

Instead of a typical eComm UX flow, I mapped a scroll-based narrative:

“BEYOND DEFINITION” → “COLLECTION OF THE UNSEEN” → “PHILOSOPHY” → “DISCOVERY.”

Each section acts like a visual poem, not a sales funnel.

Grid-based editorial layouts

High-contrast monochrome photography presentation

Dynamic typography scaling

Vertical rhythm guided by shadow and whitespace

Hover effects and transitions that feel like disappearing memories

Used Framer to prototype and launch the live site

Scroll reveals, shadow overlays, and seamless transitions

Mobile-responsive with no compromise in mood or detail

Successfully translated an abstract, art-driven philosophy into a coherent, scroll-based digital journey

Drove strong engagement and time-on-site (users spent 2–3x longer browsing compared to standard lookbooks)

Resulted in features on niche fashion/art platforms

NOIRFOLD continues to grow its cult following among design-led consumers

Figma · Framer · Jitter (for early animation tests) · Photoshop (image prep)

— NOIRFOLD Founder