Proposed PHI Collection Website Design

PHI, Susan Dell’s Fashion company needed a website they could use to both offer a preview of upcoming seasonal lines and a spot for vendors to review current lines for ordering purposes. The site took a very subdued approach in order to allow the clothes to be presented front and center. All navigation was designed to recede or disappear entirely except when active in order to facilitate this.

While the client really enjoyed the design the purposeful lack of color in the gallery execution ultimately killed it. The runway shows are ordered in a specific way, and one of the key factors in that decision is the color of each piece.

If you‘d like to view a prototype of this approach you can check it out here.