Alanui, a luxury fashion brand celebrated for its exquisite cashmere cardigans, began its journey in 2016 and became a part of NGG holding in 2017. Founded by Carlotta and Nicolò Oddi, the name Alanui, meaning “great path” in Hawaiian, is centered around the Cardigan. Far more than a garment, each cardigan is a canvas that embodies diverse journeys through evolving patterns, colors, materials, and knitting techniques. These cardigans, embodying Italian craftsmanship, merge creativity with the finest cashmere, designed as lifetime companions that grow in luxury over time.
APART’s collaboration with Alanui focused on developing an e-commerce platform that conformed to Farfetch’s guidelines while resonating with Alanui’s distinctive brand identity. The initial phase involved crafting detailed wireframes to facilitate user-friendly navigation within Farfetch’s framework.
In crafting Alanui’s e-commerce visual identity, APART struck a balance between a structured layout and a diary-like presentation of images and product cards, creating an immersive narrative for users. A comprehensive Design System was developed, exemplifying meticulous planning and blending creativity with precision. This system ensured both scalability and efficient management, showcasing a deep appreciation for aesthetic appeal alongside functional utility.
The collaboration with Farfetch’s development team was crucial, characterized by continuous alignment and detailed refinement of both design and technical aspects. This partnership underscores the significance of an agency’s role in providing comprehensive technical support, not limited to basic design elements. It also highlights the complexities involved in coordinating with structured international development teams and offers insights into managing sophisticated platforms like Farfetch.
Alanui’s venture into e-commerce is a testament to the role of design in storytelling, particularly in the luxury fashion sector. It demonstrates the importance of a cohesive approach that integrates creative vision with technical expertise. Alanui’s e-commerce presence continues to evolve, attracting and engaging new audiences in the world of luxury fashion, illustrating how design can enrich the shopping experience and narrative of a brand.
CREDITS
Photo: Rocio Mascayano
