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← The UX Guide Vol. 1: Luxury Ecommerce

fashion · Shopify ·

Philosophy di Lorenzo Serafini

Milanese womenswear label in the Aeffe group, previously called Philosophy di Alberta Ferretti and renamed when Lorenzo Serafini took over as creative director in 2014.

The pages

desktop1440 x 900

Philosophy di Lorenzo Serafini homepage on desktop, Shopify luxury fashion storefront captured at 1440 x 900
Homepage
Philosophy di Lorenzo Serafini collection: f&f2025 on desktop, Shopify luxury fashion storefront captured at 1440 x 900
Collection: F&F2025
Philosophy di Lorenzo Serafini product page on desktop, Shopify luxury fashion storefront captured at 1440 x 900
Product page

mobile390 x 844

Philosophy di Lorenzo Serafini homepage on mobile, Shopify luxury fashion storefront captured at 390 x 844
Homepage
Philosophy di Lorenzo Serafini collection: f&f2025 on mobile, Shopify luxury fashion storefront captured at 390 x 844
Collection: F&F2025
Philosophy di Lorenzo Serafini product page on mobile, Shopify luxury fashion storefront captured at 390 x 844
Product page

Palette

Surfaces, by share of painted area

96%
96% #ffffff page
2.4% #f6f6f6 panels and cards
0.9% #f2f2f2 panels and cards
0.7% #222222 dark bands

Ink, by share of text set in it

57.8%
27.7%
57.8% #000000 body and headings
27.7% #222222 emphasis
7.3% #5d6061 emphasis
4.4% #212121 emphasis
2.8% #ffffff reversed on dark

Imagery, by share of the page it covers

17.4% photograph, the rest is surface

Typography

sans-serif · everything

Outfit

of all text on the page

100% sans-serif

The icon set

cart
close
wishlist

Ecommerce components, rebuilt to spec

Product card
Grid
3 across, 316px wide
Image
0.8 : 1 crop, fill