Chanel is one of today’s best known and most highly sought-after luxury fashion brand. As a fashion designer, Coco Chanel catered to women's taste for elegance in dress, with blouses and suits, trousers and dresses, and jewellery of simple design, that replaced the opulent, over-designed, and constrictive clothes and accessories of 19th-century fashion. The fashion house has become one of the most influential forces in fashion since this time, keeping with their tailored look and elegant simplicity for all designs.
Redesign the Chanel website landing page with a modern and youthful aesthetic. Cater to a younger demographic from teenagers to young adults.
Retain the monochromatic palette of black and white. Keep consistency with brand values of luxury, elegance, good quality, attention to detail, and the "less is more" approach.
Images were collected to help inspire the new look and feel of the brand.
What does the original website look like?
In order to appeal to the tastes and sensibilities of a younger crowd, a modern black and white illustration was created. The choice of colour was in accordance with the brand colours. The design is minimalistic and stylish, with sharp edges made by diagonal lines which retains the classic finish of geometrical shapes. The negative space functions as an active element imbibing the visual image with a dynamic energy. It makes use of the Gestalt principle of ‘closure’ by allowing the user to perceive the white gaps and complete the shapes. The emphasis of the design is on the aesthetic beauty of the feminine figures as a celebration of iconic fashion and style.
The second page has used an alternate collage style layout for the display of images. The grid lines are diagonal to complement the modern and cutting edge feel of the illustrations.