INDIA

SIZE-INCLUSIVE LUXURY FASHION D2C

SHOPIFY WEBSITE BUILD

A luxury label for women had several bold ideas running at once. The store had to hold all of them together.

A size-inclusive luxury fashion label built on bold, statement pieces needed a Shopify store that could carry multiple themed drops, Stilat 2.0, Soft Girl Era, and a Hollywood-inspired archive, without them clashing. Here's what we built.

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ORIGIN

Built around the belief that ‘confidence is not bound by size,’ Stilat positions itself as more than a fashion label, a lifestyle built on bold self-assurance.

ORIGIN

Built around the belief that ‘confidence is not bound by size,’ Stilat positions itself as more than a fashion label, a lifestyle built on bold self-assurance.

POSITIONING

Exclusively focused on bling and statement dressing, corsets, dresses, and co-ords built to be noticed, not blend in.

POSITIONING

Exclusively focused on bling and statement dressing, corsets, dresses, and co-ords built to be noticed, not blend in.

RANGE

Multiple distinct themed drops running at once, Stilat 2.0, Soft Girl Era, and an older Hollywood-inspired archive, each with its own aesthetic under one brand.

RANGE

Multiple distinct themed drops running at once, Stilat 2.0, Soft Girl Era, and an older Hollywood-inspired archive, each with its own aesthetic under one brand.

MARKET

Ships internationally to customers across dozens of countries from an Indian base, competing in a category where most bling and statement-fashion labels stay local.

MARKET

Ships internationally to customers across dozens of countries from an Indian base, competing in a category where most bling and statement-fashion labels stay local.

Pain Point

Stilat wasn't one collection. It was several bold ideas running at once, and none of them could dilute the others.

Most fashion labels launch one collection at a time and build a site around it. Stilat's model was different: a live ‘Stilat 2.0’ drop, a softer ‘Soft Girl Era’ range, and an older Hollywood-inspired archive of statement dresses all needed to exist on the same store at the same time, each with its own visual identity, without one collection's aesthetic bleeding into another's, or the brand's core promise, ‘confidence is not bound by size,’ getting lost in the noise. On top of that, Stilat's product is genuinely different from most fashion labels: bling, corsets, and statement pieces meant to be worn to be seen, at price points that need the site to feel as bold and considered as the clothes themselves. The challenge wasn't any single collection. It was building a Shopify store that could hold multiple, distinct drops together, and still read, unmistakably, as Stilat.

“A brand built on standing out can't afford a store that blends every collection into one undifferentiated scroll.”

Services deployed
SHOPIFY WEBSITE DESIGN & BUILD
SHOPIFY WEBSITE DESIGN & BUILD
SHOPIFY WEBSITE DESIGN & BUILD
MULTI-COLLECTION SITE ARCHITECTURE
MULTI-COLLECTION SITE ARCHITECTURE
MULTI-COLLECTION SITE ARCHITECTURE
UI/UX STRUCTURING
UI/UX STRUCTURING
UI/UX STRUCTURING
INTERNATIONAL STORE SETUP
INTERNATIONAL STORE SETUP
INTERNATIONAL STORE SETUP
CONTENT ADAPTATION & COPY ENHANCEMENT
CONTENT ADAPTATION & COPY ENHANCEMENT
CONTENT ADAPTATION & COPY ENHANCEMENT
ONGOING SITE SUPPORT
ONGOING SITE SUPPORT
ONGOING SITE SUPPORT
UGC & INFLUENCER MARKETING

Execution

The team behind it

Web strategists, Shopify developers, and copywriters built the store to carry multiple live collections without losing the brand's single identity.

The team behind it

Web strategists, Shopify developers, and copywriters built the store to carry multiple live collections without losing the brand's single identity.

Collection architecture built for multiple live drops at once.

Stilat 2.0, Soft Girl Era, Hot Selling categories (Corsets, Dresses, Co-Ords), and the Bling Collection were each structured as their own navigable space, not folded into one shop.

Navigation built around how a bold fashion shopper actually browses.

Category-led paths (corsets, dresses, co-ords) sat alongside collection-led paths (2.0, Soft Girl Era), so customers could shop by mood or by product type.

Product pages built to carry statement pricing with confidence.

Higher price points on bling and corset pieces needed a store considered enough to justify them, not a generic template undercutting the product.

International setup and consistent brand copy, built in from day one.

Shipping and currency structure handled customers shopping in from dozens of countries, while "confidence is not bound by size" was carried through site copy consistently rather than left as a single About Us line.

01

Structured the store around multiple live collections, not one undifferentiated shop.

Stilat 2.0, Soft Girl Era, and the Bling Collection all needed their own identity while staying unmistakably Stilat. We built each as a distinct, navigable space within the store, so no drop got lost in another's scroll.

03

Built product pages considered enough to carry statement pricing.

Bling and corset pieces sit at a real price point. We structured product pages to feel as bold and deliberate as the clothes themselves, so the price never felt undercut by the page presenting it.

02

Built navigation that works by mood and by product type.

A bold fashion shopper doesn't browse one way. We structured paths by category (corsets, dresses, co-ords) alongside paths by collection (2.0, Soft Girl Era), so customers could find what they wanted however they were thinking about it.

What we did

05

Structured the store around multiple live collections, not one undifferentiated shop.

A brand promise buried in one paragraph doesn't do much work. We kept that positioning consistent in how the site spoke throughout, not confined to a single mission statement.

04

Set up international shipping and currency handling from the start.

Stilat customers shop in from dozens of countries. We built the store's region and currency structure to handle that reach cleanly, rather than bolting on international support after launch.

Before & After

Before

After

Website

No structure for multiple live collections at once

A store architecture built to carry Stilat 2.0, Soft Girl Era, and the Bling Collection distinctly

A store architecture built to carry Stilat 2.0, Soft Girl Era, and the Bling Collection distinctly

Navigation

Single browse path

Category and collection-led navigation working side by side

Category and collection-led navigation working side by side

Product pages

Undefined presentation for statement pricing

Pages built considered enough to justify bling and corset price points

Pages built considered enough to justify bling and corset price points

International reach

No dedicated setup for multi-country shopping

Region and currency structure built in for customers across dozens of countries

Region and currency structure built in for customers across dozens of countries

Brand promise

Confined to a single About Us statement

Carried consistently through site copy

Carried consistently through site copy

Category clarity

Risk of collections blending into one scroll

Each drop distinct, all reading unmistakably as Stilat

Each drop distinct, all reading unmistakably as Stilat

The multiple collections were never the risk. Building a store that could hold them apart, and still read as one bold brand, was.

The multiple collections were never the risk. Building a store that could hold them apart, and still read as one bold brand, was.

The multiple collections were never the risk. Building a store that could hold them apart, and still read as one bold brand, was.

Results

2%

Store Conversion Rate

Luxury

Sections/Layours

3+

Live Collections, One Site Architecture

29

Countries in Region & Currency Switcher

2%

Store Conversion Rate

Luxury

Sections/Layours

3+

Live Collections, One Site Architecture

29

Countries in Region & Currency Switcher

Beyond the numbers

Multiple distinct collections running on one store without diluting the brand's single, bold identity

A shopping experience considered enough to make bling and corset pricing feel earned, not undercut

A storefront built to serve customers browsing in from nearly 30 countries without the experience breaking down

Image
Image
Image

Multiple distinct collections running on one store without diluting the brand's single, bold identity

A shopping experience considered enough to make bling and corset pricing feel earned, not undercut

A storefront built to serve customers browsing in from nearly 30 countries without the experience breaking down

Image
Image
Image

Multiple distinct collections running on one store without diluting the brand's single, bold identity

A shopping experience considered enough to make bling and corset pricing feel earned, not undercut

A storefront built to serve customers browsing in from nearly 30 countries without the experience breaking down

Image
Image
Image

This wasn't a website project. It was building a store bold enough to hold several distinct collections at once, without ever losing what makes Stilat unmistakably Stilat.

This wasn't a website project. It was building a store bold enough to hold several distinct collections at once, without ever losing what makes Stilat unmistakably Stilat.

View Website Live

Takeaways for Brand

Takeaways for Brand

Pin icon image

Multiple live collections need multiple distinct spaces, not one long scroll.

Diluting a bold drop into a generic catalogue undercuts the reason it exists.

Pin icon image

Statement pricing needs a page considered enough to match it.

A generic template quietly undercuts a price a bold product has earned.

Pin icon image

International reach isn't just a shipping policy.

It's structure, and it needs to be built in, not patched on later.

Pin icon image

A brand promise repeated once doesn't do much work.

Carry it through the site consistently, or it reads as a slogan, not a philosophy.

Pin icon image

Browsing by mood and by category aren't the same thing

A bold fashion shopper needs both paths built in, not just one.

Pin icon image

Multiple live collections need multiple distinct spaces, not one long scroll.

Diluting a bold drop into a generic catalogue undercuts the reason it exists.

Pin icon image

International reach isn't just a shipping policy.

It's structure, and it needs to be built in, not patched on later.

Pin icon image

Browsing by mood and by category aren't the same thing

A bold fashion shopper needs both paths built in, not just one.

Pin icon image

Statement pricing needs a page considered enough to match it.

A generic template quietly undercuts a price a bold product has earned.

Pin icon image

A brand promise repeated once doesn't do much work.

Carry it through the site consistently, or it reads as a slogan, not a philosophy.

01

Structured the store around multiple live collections, not one undifferentiated shop.

Stilat 2.0, Soft Girl Era, and the Bling Collection all needed their own identity while staying unmistakably Stilat. We built each as a distinct, navigable space within the store, so no drop got lost in another's scroll.

02

Built navigation that works by mood and by product type.

A bold fashion shopper doesn't browse one way. We structured paths by category (corsets, dresses, co-ords) alongside paths by collection (2.0, Soft Girl Era), so customers could find what they wanted however they were thinking about it.

03

Built product pages considered enough to carry statement pricing.

Bling and corset pieces sit at a real price point. We structured product pages to feel as bold and deliberate as the clothes themselves, so the price never felt undercut by the page presenting it.

04

Set up international shipping and currency handling from the start.

Stilat customers shop in from dozens of countries. We built the store's region and currency structure to handle that reach cleanly, rather than bolting on international support after launch.

05

Structured the store around multiple live collections, not one undifferentiated shop.

A brand promise buried in one paragraph doesn't do much work. We kept that positioning consistent in how the site spoke throughout, not confined to a single mission statement.

What we did
Portfolio image
Portfolio image

Ready to look like you're already winning?

Ready to look like you're already winning?

Tell us about your project whether it’s a Website, Branding, or Social Media.

Tell us about your project whether it’s a Website, Branding, or Social Media.

Dubai × Bengaluru

hello@firstdraftstudio.in

Limited Client Partnerships

Dubai × Bengaluru

hello@firstdraftstudio.in

Limited Client Partnerships

Available for work

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Our team

#Creative Squad