Thoughtful design for a sustainable fashion marketplace

The brief

Farewell Ophelia is a sustainable fashion marketplace, bringing together clothing from people who care about how it's made. They needed a brand new ecommerce website, and asked me to design it from the ground up.

The challenges

Sustainable fashion has a lot to say - where things are made, what they're made from and who made them. The challenge was getting that across without burying the shopping experience under walls of text. People still want to browse, find something they love and check out quickly.

As a marketplace, the design also needed to handle products from lots of different sellers, while still feeling like one consistent shop.

What I did

This was a design-only project, so I focused on the full experience, from wireframes through to finished designs ready for development.

• Wireframes for the key journeys, from landing on the homepage to checking out

• Product pages that put sustainability details right alongside the essentials, like price, sizing and photos

• Seller profiles, so shoppers can learn about the people and brands behind the clothes

• A calm, natural design that lets the photography and products stand out

The outcome

The finished designs give Farewell Ophelia a marketplace that feels considered and easy to shop, with sustainability built into the experience rather than bolted on.