London Fashion Week: top 5 website designs

Design By Josanne Griffin-Mason, 12th September 2014

As we sit in our Soho office, surrounded by the buzz of London Fashion Week filtering through the streets, we browse some of our favourite website designs from the fashion industry.

Even if fashion is not your thing, these websites set the bar high and serve up design to aspire to.


Screen shot of SONIA website

A striking colour palette, combined with flawless synchronisation of the soundtrack and full-screen video, demands attention from the outset.

The use of video in online fashion marketing has become almost essential; after all, customers want to see how a garment moves. Video can, and probably should, be applied in wider retail contexts too as it offers a motion solution for consumers who are not getting a hands-on shopping experience.

The SONIA website may not be wholly intuitive but the lookbook interface is easy and enjoyable to use, and this is the page which is ultimately going to secure sales.


Screen shot of MIJLO website

The MIJLO website has responsive web design (RWD) down to a tee.

Whether on desktop, tablet or mobile, the user can view the content and navigate with ease as the body automatically resizes, pans and scrolls seamlessly. An enormous 25%1 of all web traffic is now believed to come via mobile so every business could benefit from following suit.

MILJO’s website isn’t dense, perhaps because they only have one product in the pipeline, but it is engaging and artistic nonetheless, with clean, hyper-stylised images being the main pull.


Screen shot of Vogue website

Magazines struggle in the internet age. Whilst the die-hard fashionistas may still be keeping Vogue’s magazine sales afloat, the fashion influencer has gone online to capture those who prefer to get a digital fashion fix.

The design marries a traditional magazine layout with a Tumblr-style blog layout to create a modern interface. The navigation is simple and there’s plenty of white space to focus the user’s attention on the important links.

Perhaps most interesting is the advert placement. Vogue are clearly picky with who is allowed to advertise on their website and which banners they will run. The result is minimalist, non-obtrusive advertising.


Screen shot of GROVEMADE website

This is another beautiful example of responsive design.

The site uses parallax scrolling, wherein two images move past the screen at varying speeds, which works particularly well on touchscreen devices. This is a well-considered choice for GROVEMADE, a fashion and technology accessories creator, particularly right now as they push a sales drive on their iPhone 6 cases.

The rollover feature on the team photos is also a nice touch, adding extra personality to the company by revealing more about the workers without the need for lengthy bios.


Screen shot of ASOS website

Sometimes functionality takes prevalence over innovative design.

ASOS is the world’s most visited fashion website2. It attracts 30 million unique monthly visitors and eight million active customers place two million orders every year across 240 countries.

It’s no wonder then that they’ve kept to a simple e-commerce model to appease every user.

However, they do have a little fun on their home page. The fashion magazine-style layout reinforces their authority in the industry, whilst social media buttons and blog links help them maintain the all-important sense of community, which has been a major component of their marketing initiative.


1 KPCB, 2014. Internet Trends 2014 – Code Conference. [Online] Available at:
2 Flashes & Flames, 2014. Why ASOS is e-commerce warning for magazines. [Online] Available at:

All resources accessed on the 12th of September 2014.