Fashion & Luxury

Digital Elegance: The New Standard for Luxury Fashion

Client

Simkhai

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Technology

Shopify Plus (Latest Theme Architecture), Native Shopify Filtering, Custom Admin Tools, Klaviyo, Rebuy, AccessiBe, Attentive, Elevar

Services

Website Redesign, UX Design, Technical Strategy, E-commerce Optimization, Design System, Retained Services

A luxury fashion house refines its digital experience to match its runway reputation—elevated, intuitive, and commerce-ready.

The Challenge

A Luxury Brand Diminished by Its Digital Presence

Simkhai was a designer name with major cachet, known for its editorial spreads, celebrity clientele, and runway presence. But their digital presence didn’t deliver on their brand promise.

The existing site didn’t reflect the elevated nature of the Simkhai brand. While the collections felt intentional and elevated, the online experience lacked the same clarity and craftsmanship. This created friction that could disrupt the path to purchase.

Key problems:

  • Aesthetic misalignment between digital experience and elevated brand presence

  • Navigation and filtering that made product discovery feel like work

  • An outdated theme with layers of legacy decisions and workarounds

Basically, Simkhai’s uninspired digital presence risked not only lost sales but a possible erosion of brand identity.

The Solution

Refine, Rebuild, and Repeat

We approached the Simkhai project as a technical excavation and creative realignment. We had to pull out years of buildup to reveal a cleaner, more powerful platform underneath.

Our plan:

  • A clean, editorial visual system built to mirror the in-store experience

  • Simpler, faster workflows for product linking and merchandising updates

  • A redesigned navigation and filtering system that reflects how users actually shop

  • A comprehensive Shopify theme rebuild using the latest architecture

  • Seamless migration from Search Spring to native search and filtering

We weren’t just making the site pretty. We were articulating a unique digital identity.

Designing for Taste — And Trust

We refined Simkhai's digital experience to match its deliberate, elevated, and effortless aesthetic. This involved optimizing font weight, decluttering menus, and improving load times, boosting the brand's perceived value.

✅

Refined UI that aligns with the expectations of a high-fashion consumer

↗

Streamlined product filtering and navigation that puts the collection first

✨

Design hierarchy that guides, and encourages discovery

Technical Cleanup for Strategic Agility

Alongside the public-facing revamp, we cleared a dense tangle of technical debt.

  • Removed third-party dependencies that slowed down innovation

  • Simplified the admin so internal teams can update collections in real time

  • Rewrote page templates to be lighter, faster, and more modular

  • Fixed caching and infrastructure bugs that led to inconsistent user experiences

And we did it fast! Simhkai had a hard deadline to launch its new website before the next seasonal collection dropped.

Results

Foundational Wins

With a cleaner backend and a sharper front end, Simkhai now has the agility to iterate, test, and grow without friction. The new digital experience combines usability with visual polish, matching the quality of Simkhai’s products.
↑4%

Conversion rate

✨~20 points

Revenue captured

A Brand Built for 
What’s Next

Redesigns aren’t about splashy campaign moments. They’re about building the strategic infrastructure that enables those moments to scale. With a modern theme, a clean codebase, and a retained services model, Simkhai can now evolve its collections in real time with a digital flagship that feels as refined as the brand it represents.

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Looking to future-proof your digital storefront? Let’s make something beautiful and built to last.