Adrianna Papell

Art Direction & Design    |    Agency: BORN

Adrianna Papell is known for their special occasion dresses sold at popular departments stores like Nordstrom and Macy's. They were looking to build an online flagship of their own and show that they are way more than just dresses.

The homepage needed to showcase that the brand is more than just the evening gowns they are best-known for. In this concept, we decided to uncover the categories in an exciting and inspirational way.

The listing page has large model images so details like lace and beading are evident right away. A product hover shows the back of each model. Horizontal product refinements stay out of the way of the product grid.

The brand discovered that brides were purchasing different styles of Adrianna Papell dresses in the same color family and mixing & matching them. They would post their wedding photos on instagram.

This ultimately changed their mind on how they Adrianna Papell sells bridesmaid dresses. A bridal page lets the user shop by style and color family with shoppable Instagram content as inspiration for the many looks they could create with their bridesmaids.

The instagram feed was shoppable, connecting brides with the exact dresses they saw in wedding photos.

The product detail page has areas to showcase the careful attention to details like fabric beading to ensure customers understand the level of quality they are getting with each dress or garment.

Robust product reviews and areas for user-generated content give the customer confidence in their purchase.

The mobile experience is clean and doesn't miss a beat no matter what size screen you are browsing on. 

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