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← The UX Guide Vol. 1: Luxury Ecommerce

fashion · Shopify ·

Moschino

Franco Moschino founded his Milan house in 1983 and built it on parody of fashion itself: slogans, trompe l'oeil prints and suiting turned against itself. The Italian group Aeffe owns the brand.

The pages

desktop1440 x 900

Moschino homepage on desktop, Shopify luxury fashion storefront captured at 1440 x 900
Homepage
Moschino collection: black friday on desktop, Shopify luxury fashion storefront captured at 1440 x 900
Collection: Black Friday
Moschino product page on desktop, Shopify luxury fashion storefront captured at 1440 x 900
Product page

mobile390 x 844

Moschino homepage on mobile, Shopify luxury fashion storefront captured at 390 x 844
Homepage
Moschino collection: black friday on mobile, Shopify luxury fashion storefront captured at 390 x 844
Collection: Black Friday
Moschino product page on mobile, Shopify luxury fashion storefront captured at 390 x 844
Product page

Palette

Surfaces, by share of painted area

71.3%
23.1%
71.3% #ffffff page
23.1% #000000 dark bands
4.5% #f6f6f6 panels and cards
1% #f4f5f7 panels and cards

Ink, by share of text set in it

52.3%
28.9%
12.3%
52.3% #000000 body and headings
28.9% #999999 secondary
12.3% #ffffff reversed on dark
5% #666666 emphasis
1.5% #686868 secondary

Imagery, by share of the page it covers

19.6% photograph, the rest is surface

Typography

sans-serif · everything

FKGrotesk

sans-serif · accent

FKGroteskItalic

of all text on the page

98% sans-serif2% serif

The icon set

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Ecommerce components, rebuilt to spec

T-shirt in jersey di cotone organico Smiley®
Walkbag
Borsa hobo Moschino Handle Me
Product card
Grid
3 across, 451px wide
Image
0.78 : 1 crop, fill
Line 1
12px / 400 / uppercase, rgb(102, 102, 102)