Ajit Kumar, fashion designer of the reputed 5X (5Cross) label, wanted to create an exclusive online portal to reach customers within and beyond India. With clothing e-retailers flooding the online marketplace with off the rack, readymade garments, the label was struggling to make a presence online. I created an e-commerce website for 5X, keeping in mind the intended audience. The site architecture borrowed a little from the more popular clothing e-retailers, but did away with the extraneous, overwhelming elements found there. A clean, spacious yet balanced design of the layout put the focus on the product so that the visitor could view the page and absorb maximum information. Muted colours and motifs in the web design added volumes to the rich and vivid product photographs.
Writer . Raj Abhinav / Photography. .Pankaj Paul / Creative Director . Samrat Ray