The Row
Brought on as a strategic digital extension of one of fashion's most uncompromising houses, the work translated The Row's quiet luxury ethos into a meticulously crafted online experience. Every detail of the site was built to honor the brand's standard. Nothing extraneous, nothing compromised.
About
An ongoing retainer, not a single redesign, continual refinement of design and development, with an emphasis on minimalism carried into UX and UI so the experience stays seamless and unobtrusive. Strategic analysis focused on usability, navigation, and conversion, scoped into: PDP and PLP redesign, Shop the Look merchandising, Galerie page redesign, and the Saved (wishlist/favorites) experience. Most recommendations have since shipped, producing a smoother shopping experience and stronger alignment with how customers actually behave on the site.
The Brand
The Row was founded in 2005 by Mary-Kate and Ashley Olsen, named after Savile Row as a deliberate signal toward construction and craft over celebrity. No logos, tonal palettes, small-batch manufacturing with artisans in Italy, France, and the U.S. The Row didn't follow quiet luxury, it was designing for it before the term existed. Every piece is built to be permanent, not seasonal.
Objectives & Goals
Asked to make the site as considered and unbranded as the product, without losing usability. Restraint had to read as curation, not as a gap in the experience, every refinement (search, navigation, sizing) needed to disappear into the browsing experience rather than announce itself.
Platform
Shopify
Design Credits
Creative Director: Lenora Rigoni Design Director: Lenora Rigoni UX Director: Katie Baligod
Discussion of Creative & UX
PDP and PLP redesign leaned on restraint as a usability tool: fewer competing elements, larger product imagery, quieter filtering: refinement that reads as taste rather than a missing feature. Merchandising followed the same logic: Shop the Look groups pieces the way the runway does, as a considered outfit rather than an algorithmic upsell, which sells the brand's point of view along with the product.