Donni
Donni's website was reimagined to meet the quiet sophistication of the clothes themselves. Luxurious, clean, airy, and rooted in the brand's fabric-first approach, the new design gives proper space to texture and intention.
About
Full site design, end to end: color, layout, typography, atomic-level UI components, spacing system, and image treatment/support across the whole experience.
The Brand
DONNI. started with a hand-designed scarf, made by founder Alyssa Wasko in the wake of her father's death, and grew into a Los Angeles label that designs fabric first, everything else after. Comfortable, classic, cool. Easy to wear, hard to take off, an unhurried, tactile LA mentality, not just a location.
Objectives & Goals
The existing site didn't carry any of the brand's core identity: it lacked the quiet luxury and editorial feeling the brand wanted, and fell short on ecommerce UX fundamentals. The brief was to close both gaps: to creative a site as simple and unforced as the clothes, without losing ease of shopping. Minimal because that's the register the brand already speaks in, not minimal for its own sake.
Platform
Shopify
Design Credits
Creative Director: Lenora Rigoni Designer: Elena Smirnova & Lenora Rigoni Agency: Domaine
Discussion of Creative & UX
The tone was quiet and blissful before it was ever visual, generous white space, restrained color, black-and-white photography with color arriving only where the garment brings it. The clearest idea: the period at the end of "DONNI." stopped being decoration and became the interface. Filled and unfilled dots now form the fabric-weight and stretch scales on every product page, and double as color-swatch selectors and active-state indicators sitewide. The logo's punctuation is doing the interaction design. That same fabric-first instinct shapes the structure: Fabric sits as its own top-level nav category alongside Shop and New, each textile (Pointelle, Taffeta, Silk, Rib, and others) given its own page with composition, weight, stretch, and care. A quiet sans handles navigation and utility; an italic serif marks the moments meant to feel considered rather than transactional. Same logic in layout: Tight and consistent where the site needs to sell, looser and more photographic where it wants you to look.