You Must Create (YMC) Launches E-Commerce Site
Monday, 8th October 2007
Founded on the principle of designing both wearable and distinctive clothing collections with a modernist approach, YMC has quietly grown to become a significant design label. In line with the ethos of American industrial designer Raymond Loewy who reasoned; “you must create your own design style” and echoing their desire to constantly develop from season to season, YMC has worked in collaboration with Camber to design and create it’s new website and online store.
Inspired by H G Well’s “The Invisible Man”, and as a reaction against the celebrity of “the model”, the website centres around the shoppers’ ability to click and drag pieces from the collection, dressing a moving yet invisible model and creating their very own YMC style. In stark contrast to other on-line stores this provides an accurate picture of the way that clothing shapes and moves on the body and with the absence of a visible model the clothes speak for themselves.
The idea was to create a web-site that did not simply provide a selling platform but one that offered a unique YMC experience. Through the use of Flash and interactive video elements the result is both stylish and functional, delivering a sophisticated way to shop on-line.
My favourite bits:
- The home page video (obviously)
- The music !!!
- The moving jeans and draggable clothes
- Enlarged product views
- Shopping basket empty, boo hoo…
Gallery
