The example: SABLE, a ready-to-wear house in Antwerp
SABLE is a ready-to-wear house in Antwerp we invented to show what we build for this trade — every page above works. Monochrome editorial · type at scale, photography as ground.
What a fashion website has to do
Fashion is the one trade where the website is part of the product. A customer who loves the campaign and then lands on a grid of cut-out thumbnails has been handed a different brand. Good fashion website design keeps the voice of the lookbook all the way to the size picker.
It also has to carry the mechanics fashion runs on. Seasons and drops, not a static catalogue. Sizes that sell out unevenly. Measurements a customer trusts before they order, so the parcel does not come back. And on launch day, a queue that holds instead of a checkout that falls over.
That is what we build for fashion and clothing brands: the collection told as a campaign, a garment page with real measurements and live stock, and the cloth, the atelier and the stores behind it. SABLE, above, is the example: a ready-to-wear house in Antwerp, with no colour in it at all.
In Baymard’s 2024 apparel research, 58% of the fashion sites tested had size charts missing critical measurements.
Source: Baymard Institute, 2024An estimated 19.3% of US online sales were expected to be returned in 2025.
Source: NRF and Happy Returns, 2025
- 01
The collection as a campaign
The season opens the way the lookbook does, not as a product grid. Every look is a frame, and every frame leads to the garment in it.
- 02
A garment page that answers the fit
Sizes with real garment measurements and live stock for each one, so a customer orders the right size the first time and returns fall.
- 03
Colourways that change the whole page
Pick a colourway and the page follows it, not just a swatch. On SABLE, choosing BONE turns the whole site from black to paper around the coat.
- 04
The cloth, named
Where the fabric comes from and why it costs what it does. A customer paying for a coat wants to know the mill, the weight and the weave.
- 05
The house behind the label
The atelier and the people in it, so a new customer understands what makes this label different before they spend.
- 06
Stores and fittings, booked
Every store with its hours, and a fitting booked from the page. On your site it writes into the store’s diary.
The example, page by page
01Collection
The season as a campaign: each look full-frame, in sequence, with the pieces in it named and one step from their garment page.
02The Garment
One coat, every size with its measurements and its stock. Change the colourway and the whole site inverts with it, black to bone.
03Cloth
The fabrics and the mills that weave them: weight, weave and origin, set beside the cloth itself.
04Atelier
The workroom and the people in it, and how a garment goes from pattern to the rail.
05Stores
Every store with its address and hours, and a fitting held in a few taps.
Full price, on launch day
Built to move full-price sales on launch day. A queue that holds under load keeps the drop from falling over, and size guides with real measurements are what bring returns down.
How we build it
- Days 1–4
The catalogue
Your collection, sizes, measurements and stock rules go into one structure, with your drop dates and any waitlists.
- Days 5–12
The house look
Type, grade and every page designed from your lookbook, so the site reads as the brand and not as a theme.
- Days 13–18
The store
Checkout, payments, shipping and returns connected, with the launch-day queue load-tested before the first drop.
What a fashion website costs
From $4,800
14–18 days to live · fixed price, agreed before we start · branding included
What moves the price
- How many products, colourways and sizes
- Drops, waitlists and a launch-day queue
- Stock synced from your warehouse or stores
- More than one currency or language
After launch, hosting, uptime, security and monthly reporting run from $250 a month: a monthly retainer, never a contract term.
Questions we get asked
How much does a fashion website cost?+
Our fashion builds start at $4,800, fixed and agreed before we start. The price moves with the size of the catalogue, whether you run drops with waitlists, and what the store connects to: your stock system, your stores, more than one currency.
How long does it take?+
Fourteen to eighteen days from the first call to live. The first days are your catalogue and stock rules, the middle is the design, and the last stretch is checkout, shipping and a load test before your first drop.
Can it be built on Shopify?+
Yes. Most labels we build for sell through Shopify, and the design sits on top of it. You keep Shopify’s checkout, payments and apps, and your products stay editable in the admin you already use.
Will it cope with a drop?+
That is what the queue is for. When a launch draws more people than the store can serve at once, they wait in line in order instead of watching the checkout fail, and we test it at launch-day traffic before you go live.
Is SABLE a real label?+
No. SABLE is a ready-to-wear house we invented in Antwerp to show what we build for fashion. Its pages work, the colourway that inverts the site included, so you can try the real thing before you talk to us. The checkout is the part we connect to your store at build.
Do you handle the photography?+
We art-direct and grade the photography you have so the whole site reads as one campaign, and we write or edit the copy for every page. Branding is included in every build at no extra cost.
