Case study · 2025
Clara Pinto
Squarespace web design for an independent London fashion label: a mobile-first, editorial online store rebuilt to sell made-to-order pieces without losing the restraint.
Clara Pinto is an independent London fashion designer making hand-felted, made-to-order wool pieces from her own atelier. The label was singular; the Squarespace store underneath it wasn't keeping up, strong on restraint but weak on conversion, and weakest on mobile, where most fashion shopping now happens.
So the brief was a fashion ecommerce refresh with commercial intent: rebuild the online store mobile-first, fix the product page, and tell the homepage story so each piece still reads as an object, not a SKU.
A calm, image-led homepage and a shop that reads like a lookbook, the same considered tone from landing page to collection to made-to-order enquiry.
I rebuilt the store on Squarespace so it reads like a lookbook rather than a template, with the product page, the weakest and most important surface for conversion, rebuilt mobile-first and mobile optimised throughout.
Made-to-order explained with care, so a four-week, hand-finished process reads as considered rather than a delay.
Editorial storytelling modules, featured pieces with prices, tighter navigation and typography, and the on-page SEO basics set so a small fashion label gets found. The restraint kept, the commerce switched on.
A fashion ecommerce storefront that keeps the label's restraint and finally converts: mobile-first, with the product page and homepage doing the commercial work they weren't before.
A singular object, sold like one.Clara Pinto