Fashion e-commerce
Designing a digital fashion week experience for consumers and brands
Pre-Fall 2026
Fall 2026
Spring 2026
Pre-Spring 2026
New York Fashio Week
Paris Fashion Week
Copenhagen Fashion Week
Milan Fashion Week
London Fashion Week
Designed and prototyped an end-to-end system for an immersive, interactive fashion week experience.
A mobile app where clients can browse collections from various brands, explore outfits in detail, and view the products used in each outfit look - all within 24 hours of their runway premiere at fashion events like New York Fashion Week, Milan Fashion Week and so on.
A high-speed brand portal for the brands to publish runway looks within 24 hours after premiere, with intuitive product tagging and early-stage blind inventory creation
Product
Web App | Mobile App
Skills
Product Design
Stakeholder Management
Interactive prototyping
Testing
My Role
Design Lead
Team
Designer, PM, BA, SDE
Problem Statement
Fashion Week is where brands create demand for their collections before inventory exists. These designer pieces are premiered on the runways, long before they move into production.
Today, this early demand lives in people’s heads, text messages, and spreadsheets, making it hard for brands to turn interest into clear insights.
I led the design of a SaaS product that transforms this blind demand into trackable pre-SKU inventory, enforceable workflows, and measurable business outcomes.
Impact
The impact of the product is reflected across handoff, business, and outcome levels
The design was delivered end-to-end, with a fully functional prototype at handoff - helping developers understand the larger product vision at a granular experience level.
Big brands (Named Redacted) showed interest to partner with the product
A reimagined digital fashion show experience. Setting a new benchmark for how runway events are explored online.
24-hour availability of exclusive runway items breaks industry norms, turning speed into a competitive advantage.
Pain Points
After fashion events, three layers of the ecosystem face different but connected challenges.
BRAND LEVEL
Fragmented demand capture creates late, unreliable insights Demand signals are scattered across emails, spreadsheets, stylist notes, and in-person conversations. Post-runway pre-orders reach brands through fragmented retailer and stylist channels, creating inconsistency and delays. By the time insights arrive, key product decisions are already made turning overproduction and waste into structural risks.
Orders lack customer identity and payment history Brands don’t have the data to tie an order to a customer in this process. They only receive the numbers in multiple batches through different channels. So these are blind inventory bets made by the brand with partial information. Additionally, there is no payment history associated with a customer leading to issues at exception handling. There is no clear accountability when items go missing or returns fail. On top of it, manual tracking of approvals and deposits in the absence of a shared system of record across stylists, showrooms, and brands contribute financial and managerial overhead.
No measurement of runway engagement Without pre-order infrastructure, brands lack data on how clients engage with runway collections. Demand is inferred, not measured—relying on stylist assumptions and trend signals that can be miscalculated. There's no way to know which pieces or looks resonated with customers.
Demand data stays siloed from business systems Clear demand signals enable strategic pricing and inventory decisions, but today there's no shared system across stylists, showrooms, and brands. Pre-order data sits outside core ERP systems, preventing brands from acting on the insights they need.
STYLIST LEVEL
High Net-worth IndividuaIs and celebrities make up a large share of a stylist’s clientele. Most clients are not present at fashion weeks, so they rely on the stylist’s judgment of the outfits seen at the event, as there is no clear place to explore full looks.
Visuals arrive weeks late. Stylists receive pictures of these outfits from brands weeks and sometimes months after seeing them on the runway.
Momentum fades before conversion. Interest in these outfits cannot be translated into action, as there is no record of these items beyond the runway and no updates for weeks. As a result, momentum fades quickly, and production decisions rely heavily on assumptions
CUSTOMER LEVEL
No access to full runway looks. Customers are not present at fashion weeks and have no reliable way to explore full looks afterward, making it hard to understand outfits beyond a stylist’s description.
Decisions rest on stylist memory. Purchase decisions depend almost entirely on the stylist’s memory and interpretation, creating uncertainty in high-value decisions.
Images and details arrive weeks or months after the runway, by which time initial interest and emotional excitement have faded.
No receipt or order tracking. After placing a pre-order, customers receive no receipt tied to a specific product, as the item does not yet exist in the system. And it is not possible for the customer to track the order. Instead they will be known when the order is received at their doorstep.
Ownership dilemmas and delays. When customers want to return a product or request a change, exceptions become a dilemma. There is no single party accountable for the order, leading to confusion and delays.
A Brand Portal Built for Speed and Insight
Seamless API integration with Vogue enables automated publishing of runway outfit photographs into the SBC system > Brands. An intuitive product-adding flow allows brands to quickly tag products and publish looks - with items added to a blind inventory. The entire workflow is completed within 24 hours of the show.
BEFORE: There was no concept of blind inventory. Products were added only after production decisions were finalized, often based on limited and loosely available information.
Detailed client-level analytics focused on shopping patterns and collection engagement - enabling more personalized and data-driven decisions.
BEFORE: Runway orders were collected informally by brands, with receipts issued only as payment records and not tied to individual customers.
A dashboard view that enables users to make strategic decisions - across innovation, top-performing collections, trends, and growth.
BEFORE: It was difficult for brands to understand collection engagement, as there was no centralized data specifically classified around new collections.
An information architecture that aligns with the mental model of runway events, making navigation intuitive and easy to understand. One that help brands efficiently manage inquiry threads, track their status (including conversion to orders), and access an inventory view specific to collections.
BEFORE: There was no collection-centric system
A targeted recommendation system that allows stylists to engage customers with personalized product suggestions, boosting collection visibility and generating early demand signals for production planning.
BEFORE: Early collection items from fashion shows were primarily suggested through stylists appointed by customers or HNIs, limiting direct brand-to-customer interaction and reach.
What could have been done better
Incorporating videos could have enhanced the premium feel and improved product storytelling. It was excluded due to technical constraints in the pilot phase.
Bringing in past purchases would complete the closet experience and enable scalable, stylist-like personalization for a wider audience.
We limited the product only to brands now. Maybe we can further develop it into retailers also