Amany Store

Fashion sells on image before it sells on specification, so Amany Store's homepage was built to work like a lookbook first and a catalogue second — full-bleed imagery and a considered rhythm that sets the tone of the collection before a single product grid appears.

Once someone moves past that, the interface steps back: category and collection pages sort by the kind of decision a shopper is actually making, the product page keeps size, fabric and price legible without shouting over the photography, and cart and checkout were drawn to feel like a natural continuation of browsing rather than an interruption of it.

View on Behance

Amany women's fashion store — premium abaya and evening wear — designed by Aya Elfeky

The homepage: full-bleed imagery and an editorial rhythm before the catalogue takes over.

Outcome

What the design delivers

The decisions that carry this project.

Lookbook-led

The homepage opens like a collection, not a catalogue.

A flow that steps back

Collection to product moves cleanly, out of the shopper’s way.

Editorial, then commerce

Styling sets the tone before the buy.

What you get

A storefront led by imagery

Three pieces that keep the lookbook feeling through to checkout.

A lookbook-led homepage

Full-bleed imagery and an editorial rhythm that sets the collection's tone before the catalogue takes over.

A product page that doesn't compete with the clothes

Size, fabric and price laid out clearly, with the photography still doing most of the selling.

A full storefront screen set

Homepage through checkout for desktop and mobile, including empty carts, out-of-stock and error states.

How it runs

Four stages, from lookbook to checkout

The homepage sets the tone; everything after it has to live up to it.

Discovery

I look at the collection itself, the brand's positioning, and how other premium fashion stores lead with imagery.

Wireframing

The path from homepage to category to product to checkout is mapped in low fidelity, so nothing competes with the photography by accident.

Visual design

Imagery, type and layout are finished together, with the homepage carrying the lookbook feeling and the product page staying legible under it.

Handover

The full screen set — every page, every state — is delivered ready for development, for desktop and mobile alike.

At a glance

Project details

Discipline

Store Design

Scope

Homepage, category and collection pages, product page, cart and checkout

Deliverables

Full storefront screen set for desktop and mobile, including empty and error states

Tools used

Figma · Photoshop

Want a storefront that leads with imagery like this? See the E-commerce Store Design service.

Questions

Before you brief a storefront like this

Why build the homepage like a lookbook instead of leading with the catalogue?

Fashion sells on image before it sells on specification. Full-bleed photography and an editorial rhythm set the collection's tone first, so the catalogue is browsed with that impression already in place rather than cold.

What's included in the storefront handover?

The full screen set — homepage through checkout, for desktop and mobile — including empty carts, out-of-stock and error states, delivered as a component library ready for development.

Does a lookbook-led homepage suit any fashion brand?

It suits any brand whose imagery is doing real selling work — abayas, evening wear, ready-to-wear collections. The balance shifts with the product: a homepage still has to hand off cleanly to a product page where size, fabric and price stay legible.