The Vision
Online Fashion Store
Empress of London launched with the ambition of offering trendy, affordable womenswear that could go toe-to-toe with high-street fashion leaders like Pretty Little Thing and ASOS.
As a brand-new e-commerce store, they needed a stylish and user-friendly website that reflected their bold aesthetic while also delivering a smooth, intuitive shopping experience.
Targeting a young, fashion-forward audience, the brand aimed to create a strong online presence from day one — one that showcased their latest collections, encouraged repeat purchases, and built recognition through a confident, on-trend visual identity. Their goal was not just to sell clothing, but to build a lifestyle brand that resonated with women who love accessible, statement fashion.
Empress of London
About the client
Overview
Empress of London entered the market with a bold goal: to rival high-street fashion leaders through stylish, affordable womenswear.
Goals
Challenges
Build a high-end fashion experience, balancing strong visual appeal with smooth, intuitive functionality and fast checkout.
The Journey
What We Did
We designed and developed a fully customised fashion eCommerce web design with a sleek, modern interface tailored to appeal to fashion-forward consumers.
The site was built with a dual-navigation experience, allowing users to browse by product type or through curated collections, enhancing both user engagement and shopping convenience. To further improve usability, we implemented custom filtering options including category, size, and an exclusive colour filter, ensuring a seamless product discovery process.
A one-page checkout was introduced to streamline the purchasing journey, along with Klarna and ClearPay integrations to give customers flexible payment options. Every element of the site—from layout to product pages—was built with the customer in mind, offering a fast, engaging and mobile-optimised experience.
The Result
Project Success
The end result was a stunning, high-performing online store that positioned Empress of London as a serious contender in the fashion e-commerce space.
By taking inspiration from top high-street retailers and combining it with bespoke design features, the site delivers a polished user journey and shopping experience. With advanced e-commerce functionality and a stylish aesthetic, Empress of London now has a strong foundation to grow its brand and compete confidently in the digital fashion marketplace.
