Helmut Lang Website Homepage Prototype V.01 (Below)

In my MA Final Project I worked on a concept for the rebranding of the fashion brand Helmut Lang. We did not deeply explore digital strategy so I am going back and considering how we would have conceptualised the Helmut Lang website, starting with the homepage.

Here is a high fidelity design following my testing of a few users. It shows the homepage below the fold. The idea is that the brand is minimalist and conceptual, with a key focus on seasonal Projects (or campaigns).

The navigation is above, the main banner links to the latest campaign (image 1), the Collections page (image 2) and Fragrances (image 3).

The images below highlight the current campaign, allowing users to shop product directly from the Homepage.
There is also a text banner because text is a part of the branding.

Finally, the Footer section.

I tested what users would expect with a wireframe. The CTAs to shop product will appear when the user hovers over the image. The text banner includes information about the latest campaign, as well as a CTA to shop. This adds to the userflow, as well as enhancing the campaign communication.

The campaign referenced in this concept is Re-Edition by Exactitudes® for Helmut Lang AW17/18.

Campaign images: Exactitudes®, a documentary photography project by Ari Versluis and Ellie Uyttenbroek (https://www.exactitudes.com/).