Noir & Co.
Luxury Fashion Boutique
How we approached Noir & Co.
Noir & Co. were selling through Instagram DMs and a basic Shopify store that looked nothing like the premium brand they'd carefully built. Their audience was loyal but the purchasing experience was letting the brand down.
The brief was to build an e-commerce experience worthy of the product — luxury editorial aesthetic, clean product presentation, and a checkout flow that didn't feel like an afterthought. Squarespace Commerce for the backend, custom CSS for everything else.
Typography: Josefin Sans for headlines · Raleway for body copy and UI text
Jet black as the brand foundation
#0a0a0a immediately signals luxury. It makes every product photograph pop — especially editorial fashion imagery against dark backgrounds.
Gold as the luxury signal
#c9a650 on the announcement bar and CTAs communicates premium positioning before a single product is viewed.
Josefin Sans for brand text
The geometric sans with wide letter spacing gives Noir & Co. its distinctive editorial voice — immediately recognisable, impossible to confuse.
Full-bleed product imagery
Products aren't just shown — they're presented. Full-bleed photography with generous white space makes each piece feel like a gallery exhibit.
Lookbook as conversion tool
An editorial lookbook section showcases items in context (styled, worn) rather than just product shots — significantly higher conversion than flat product-only views.
Minimal navigation friction
The cart is accessible from every page, product pages load above the fold on mobile, and checkout is two steps. Every second of friction costs sales.
"The site turned our Instagram following into actual customers. We did more in the first month than in the previous three."
