Moon Store

Gen-Z fashion storefronts all resolve to the same page: a grid of products on white. The brief wanted luxury and exclusivity out of a label with none of a luxury house's budget, which rules out buying the look.

Fashion retail lives or dies on browse. Men, women, sneakers, oversized tees, retro flannels, hoodies and sweatshirts are seven routes into one catalogue, and a shopper who cannot find their aisle in the first screen leaves.

And the differentiator is customisation, which is the hardest thing to fit inside a shopping flow. Fabric, GSM and manufacture are factory questions asked of somebody who just wants a t-shirt.

One photograph carries the whole brand. The moon sits behind the login, the bag, the payment screen and the shipping form, on near-black, at the same scale every time. The palette is three values, so the product photography is the only colour in the room and the clothes read as the expensive thing.

LunarLook is a form, not a factory. The configurator asks five questions on one screen - fabric, manufacture, quality, GSM, style - and then hands off to a separate Customise step for artwork, colour and size. The manufacturing decisions are contained, so they never interrupt the buy.

Two typefaces doing opposite jobs. Krona One is wide and mechanical and used only for section titles; Sora carries everything a shopper actually reads. The contrast is what makes a three-colour page feel designed rather than unfinished.