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Independent concept / Fashion

A fashion store that protects the campaign and makes buying easier.

Ninth Form’s campaigns attracted attention, but its storefront made an experimental label feel interchangeable. WGS joined editorial world-building to fit confidence, product clarity and wholesale access.

Project
Ninth Form
Territory
Sydney / Melbourne, Australia
Year
2026
Scope
Brand and commerce diagnosis, customer and buyer journeys, art direction, ecommerce UX, responsive product system, wholesale route and validation plan
Ninth Form’s hero garment photographed against full-scale paper patterns.

01 / The business reality

The context before
the interface.

Founded by fictional pattern cutter Eden Vale, Ninth Form creates small seasonal capsules built from asymmetric tailoring and modular garments. The label already has recognisable imagery and a clear point of view.

Its store does not carry that intelligence. Products appear as isolated thumbnails, fit questions arrive in messages and wholesale interest disappears into manually updated PDFs. The visual world attracts attention; the operational layer makes buying harder than it needs to be.

02 / Visible request

“We need a more custom Shopify site.”

03 / Actual diagnosis

The existing store separates desire from confidence. Campaign imagery sells the silhouette, then the product page asks the customer to infer fit, fabric behaviour, scale and styling from minimal information. Customers need precision; buyers need current collection data; press and stylists need approved imagery and credits.

04 / Audience journeys

One world.
Different reasons to enter.

Returning customer

  1. Collection release
  2. Current capsule
  3. Intelligent filter
  4. Fit and material
  5. Confident purchase

New visitor

  1. Campaign story
  2. Label point of view
  3. Collection
  4. Size and availability
  5. Purchase or save

Buyer, stylist or press

  1. Collections
  2. Stockist context
  3. Line sheet or assets
  4. Professional route

05 / Central insight

Fashion does not have to choose between editorial authorship and usable commerce. World creates desire and context; Shop answers practical questions quickly and honestly. Each mode leads to the other without confusing their jobs.

06 / Strategic response

The system behind
the atmosphere.

A dual-mode fashion experience where campaign discovery and decisive commerce keep their own rhythm.

  1. 01Current campaign
  2. 02Shop all
  3. 03Collection stories
  4. 04Product details
  5. 05Journal / process
  6. 06About and production
  7. 07Stockists
  8. 08Press
  9. 09Wholesale
  10. 10Customer care

Built interface / opening state

Real browser rendering,
not a generated mockup.

Ninth Form World-mode campaign homepage with a route into the capsule.
Campaign homepageWorld mode builds desire and keeps the path into the product system visible.
Mobile Ninth Form campaign opening using a dedicated portrait composition.
Mobile campaignThe mobile campaign uses its own art direction rather than cropping the desktop hero.

07 / Visual world

A visual language with a job.

Warm paper, bone, ink, faded tobacco and electric-blue annotation create a fashion language that feels worked on rather than polished into anonymity. Full bodies and garment details share space with pattern-cutting marks, measurements and controlled negative space.

The Ninth Form hero look reconfigured with its bone underlayer, black outer coat and detachable tobacco panel.
Modular worldA second configuration proves that modularity is part of the garment system, not styling theatre.
A compact Ninth Form capsule on a garment rail with blank line sheets, fabric swatches and hardware.
Wholesale capsuleA coherent capsule and blank professional materials establish the wholesale route without inventing stockists.
The four components of a Ninth Form look: black coat, bone underlayer, tobacco panel and blue strap.
Modular componentsThe four components clarify what belongs to the complete hero look.
Close view of Ninth Form wool, cotton, tailoring canvas, detachable tabs and blue steel fastening.
Construction detailFabric, internal construction and detachable hardware support more specific product information.

Creative direction and AI-generated concept imagery: Web Girl Studio.

08 / Key experience decisions

Design choices,
with reasons.

01

Campaign images connect to exact looks.

Why
An unobtrusive look index reveals garments and styling relationships while the image remains an image first.
How to validate
Test the campaign-to-product path and return context.
02

Fit becomes authored content.

Why
Model measurements, worn size, garment measurements, fit, fabric behaviour and construction follow one hierarchy.
How to validate
Ask first-time users to explain fit and choose a size.
03

Professional access stays separate.

Why
Wholesale and press remain findable without interrupting the consumer journey.
How to validate
Test whether buyers reach the current line sheet without entering the shop flow.

09 / Responsive + technical layer

The world still works
at 320 pixels.

  • Mobile campaign imagery uses intentional 4:5 or 3:4 crops.
  • Product details put price, availability, fit and action before long editorial content.
  • Measurement tables become labelled rows at 320px.
  • Product media loads progressively below the purchase controls.
  • No effect delays size selection, price or Add to Bag.

Built interface / practical journey

The proof is
in the interaction.

Ninth Form Shop-mode product page showing garment, price, availability, sizing and action.
Product systemShop mode answers the buying questions without removing the collection’s visual point of view.
Mobile Ninth Form product view with garment, price, availability, fit guide, sizes and add-to-bag action.
Mobile product stateThe mobile product state puts price, availability, fit, size and action before extended editorial copy.
A Ninth Form worktable with paper pattern, black wool, bone cotton, blue webbing and a half-assembled tailored shoulder.
WorkroomPattern cutting, material authorship and construction become part of the evidence behind the collection.

10 / Honest evidence

Interactive QA,
not invented results.

The interactive concept is complete and has been checked across mobile and desktop. These are usability and technical checks, not invented business outcomes.

  1. 01Move from campaign look to exact product and back without losing context.
  2. 02Select a size using only product-page fit information.
  3. 03Find the current wholesale route.
  4. 04Verify gallery and size controls by keyboard.

11 / What this proves

Ninth Form proves that WGS can treat art direction and commerce as one system without confusing their jobs. Desire opens the door; fit, material, production and delivery create confidence.

Interactive concept website

See how the strategy
works in the browser.

This complete interactive concept lets you explore the experience directly. It is fictional and does not submit payments, ticket purchases, streams or mailing-list data.

View the interactive fashion store →

Recognise this problem in your own work?

Your store should not erase the point of view that brought people there.

WGS creates editorial commerce systems where image, product information, fit and operational pathways reinforce one another.

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