01/ CHALLENGE:
THIS IS NOT SOLEY ABOUT E-COMMERCE
THIS IS NOT SOLEY ABOUT E-COMMERCE
The Another Garde experience is about assembling the complex and intimate facets that complete the woman. Their design challenge was not solely about Ecommerce.
It was about the spectrum of She, Her, and Hers that define the woman, and would ultimately define the Another Garde customization experience.
Another Garde is about the ownership of Her self identity. Her defined beauty. To Another Garde, She is not externally defined or societally normed.
Through my design exploration and the design systems I created, Another Garde became an experiential realization that She, Her, and Hers are not defined by those around her. They come from within.
02/ The Goal:
Design an Experience Focused on Self Realization
Design an Experience Focused on Self Realization
I deconstructed the Another Garde experience in such a way that the imagery of clothing could be easily consumed and easily projected into the self-image of the consumer. Her self-image channeled into the process of constructing Her look, Her style, Her feel and fashion, Her real self.
One of my primary goals was to build an experience that allowed Another Garde to support Her realization. This manifested in the creation of tools for customizing who She is, by presenting specialists in style, hair, fitness/wellbeing, and beauty. AG is now positioned to be a place for Her to stitch together the fabric of Her identity.
03/ RESOLUTION:
GIVE HER THE SPACE TO CREATE HER IDENTITY
GIVE HER THE SPACE TO CREATE HER IDENTITY
I recognizes that through the brand, She has skin color, height, weight, and hair texture. Another Garde recognizes Her as an amalgamation of these loose threads that She has consistently cobbled together into societal likenesses and identities. But, when She arrives to Another Garde, Her identify is undefined until She defines it, until She stitches together the pieces of the experience that make sense to Her—that complete Her.
Another Garde is Her, and She is real.
