Art Direction

An innovative customisation web app for a collection of knitwear by Opening Ceremony, sold on luxury fashion platform, Farfetch.

The garment interaction concept was to use traditional knit patterns that a user could play with in different ways. They could appear to pull apart the stitches, or move the placement of the patterns. Users could also personalise garments by adding graphic lettering. 

Whilst prototyping and testing ideas for garment interaction, we discovered 80% of users found the interactions would feel more creative if they could switch the colours, scale the pattern and cycle through patterns all by tapping or clicking the garment itself. From here, we developed a UI element called “contextual UI”; a triplet of buttons which popped up when a user tapped or clicked the garment and provided them with added functionality.