With a flourishing fanbase of celebrities, It Girls and fashion industry veterans alike, designer and CFDA/Vogue Fashion Fund finalist Misha Nonoo’s unique brand of advanced-contemporary classic womenswear was perfectly poised to hit the mainstream market. Misha Nonoo partnered with The Charles to expand the online brand by reimagining a new e-commerce experience.
Defining a Brand
The Charles' key goal was to illustrate the Misha Nonoo brand message through a clear design aesthetic and an immersive experience for new and loyal customers. This was executed while seamlessly enabling the consumer to experience the brand's lifestyle and to shop product. The primary inspiration for the designer and her eponymous brand is classic British heritage, the modern woman and contemporary art. Inspired by the brand's classic silhouettes, contemporary art and technology, The Charles created a low-fidelity/high-tech aesthetic interwoven throughout the brand identity and the site. Reflective of Misha Nonoo’s previous and current collections, The Charles curated a color palette consisting of various shades of green and sea foam. In addition, The Charles created a consistent typographic language for the brand.
"In the saturated world of e-commerce, it is important to have a solid brand message and visual identity that span across all online touch points."
A Phased Approach: The Microsplash
While the brand work was under way, Misha Nonoo was in need of a site that reflected her new direction. Taking a phased approach, The Charles created a Microsplash (a hybrid of a microsite and a splash page) to work as an introduction to the re-vamped Misha Nonoo site. The site showcased the latest collection with a smart, GIF-like animation triggered by mouse movement, as well as information about the brand. Stats: Spike in NYFW traffic; new visitors went up 333.49% and returning visitors went up 159.45% from the previous year.
Keeping It FreshContent from the blog and Misha’s social media accounts is automatically fed into the homepage to keep the page regularly updated and relevant to the modern shopper.
Website Design & Development
Misha Nonoo's website combines the latest e-commerce technology and GIF trends, with a minimalist aesthetic inspired by the contemporary art world. Applauded by influential fashion publications including WWD and Fashionista, the website’s clean aesthetic incorporates print proof symbol elements on the page border. The site features serve as an additional tool to promote the collection.
Dynamic Content StrategyWe highlighted selected products from the latest collection through the lens of contemporary art and Internet GIF trends to elevate the viewing experience and create a more compelling promotion.
The runway, in action.This section of the website features an HTML5 video optimized for speed. A big consideration for this was backward compatibility for devices and growers that are not yet supporting HTML5 videos, in which case a static image is displayed. The client has full control to edit and swap videos for this area.
Leveraging e-commerce jump pointsThe Charles balanced the personality of the Misha Nonoo brand with mechanisms to drive sales profit without alienating either element. Links to the shop and product pages are seamlessly integrated unobtrusively across the website to retain the integrity of the brand voice.
Social & Lifestyle editorialContent from the blog and Misha’s social media accounts is automatically fed into the homepage to keep the page regularly updated and relevant to the modern shopper.
The site focuses heavily on Misha’s personal touch with the interactive #DRESSMEMISHA feature. #DRESSMEMISHA creates a unique shopping experience and social platform. On #DRESSMEMISHA, Misha advises her customers on what to wear, how to wear the outfit and where to wear it. Differentiated from the traditional e-commerce flow, #DRESSMEMISHA provides each set of outfits a backstage story and adds a personality to Misha's work.
“An unconventional marketing strategy that functions in both directions.”
A Flexible & Humanized Marketing Strategy
The revolutionary aspect of #DRESSMEMISHA is that the feature opens up the future flexibility to humanize product promotion and raise brand awareness. It transforms the website feature into a social platform to host a series of collaborations with press, publications, fashion bloggers and celebrities.
Event & Runway Direction
The Charles collaborated with Misha Nonoo to art direct the Fall/Winter 2015 Collection runway show for New York Fashion Week. Based on the inspiration that influenced the collection's aesthetic, we brainstormed and created an immersive runway experience across social media and the stage. We hired an orchestra to play live at the show and invited fashion illustrator Jarno Kettunen. The artist performed the live drawings of the models backstage in honor of the collection’s muse, Tracey Emin. All assets were curated and utilized for follow-up digital, public relations and social media campaigns.
“The Charles brainstormed and created an immersive runway experience across social media and the stage. We extended the engaging digital experience to reality.”