Club 21 Global Website Revamp

How do you get a fashion aggregator to own the mantle of being the ultimate curator of fashion on the web?


Club 21 is a global fashion retailer representing the most cutting edge luxury fashion labels for men, women and kids around the world. With over 250 brands across nearly 400 stores, it was seen as the go-to destination for luxury fashion. 

We were tasked to transform the website design and concept from a collection of fashion spreads into the ultimate fashion go-to destination.


We started with what the Client owned – a collection of high fashion cutting edge labels but refocused the content into a style dossier packed with fashion editorials,designers’ profiles, behind the scene production of each season’s collections to increase Club 21’s stature as the ultimate curator of fashion.

With a baseline content strategy and inventory at hand, we moved into engineering the website design. High fashion of course, but clean and editorial in style, to keep to the fluid, dynamic language that comes with each season’s collections.

We then proceeded to build the customised back end content management system (CMS) to support the fully responsive website in 7 languages.  


  • Site information architecture
  • Content repurposing
  • Creative visual design
  • Responsive website front-end coding
  • Customised CMS web build


  • W3 Silver Award 2013 ​: Fashion - Visual Appeal

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