Modern
luxury, boldly
crafted fashion.
PixlerLab designed and built the e-commerce platform for Jolene, an avant-garde luxury womenswear brand, over a seven-week engagement.
Project overview
Jolene is an avant-garde clothing brand known for its contemporary designs, combining sharp silhouettes with luxurious, soft fabrics. The brand caters to women seeking clothing that transcends fleeting trends, emphasizing high-quality materials and versatile styles that effortlessly transition from day to evening wear.
Personal stylist
powered by Claude
Concept to
Production launch
In-house
Design & Dev
The challenge
In the luxury fashion market, a weak digital presence damages the brand. Customers form an instant impression of quality based on the digital experience, and a poor one suggests the product quality doesn’t warrant the price. Jolene’s designs are exceptional.
How we worked
Designed Jolene’s complete brand identity system: wordmark, monogram mark, colour palette, typographic scale, photography art direction, and packaging guidelines. Every element was reviewed against the luxury benchmark: would this hold up in a Vogue spread? On a label? On a carrier bag?
Designed the full e-commerce platform with editorial intent at every level, covering homepage campaign layouts, collection pages, individual product storytelling pages, the lookbook experience, and the AI stylist interface. Day-to-evening versatility was designed into the product page structure, not left to caption copy.
Built the Claude-powered personal stylist, trained on Jolene’s full collection, the brand’s aesthetic vocabulary, and the day-to-evening use case taxonomy. The stylist conducts a brief lifestyle and occasion conversation with each customer before making recommendations, producing suggestions that feel curated rather than filtered.
Built the full e-commerce platform, integrated the AI stylist, built the lookbook experience, configured collection drop workflows and post-purchase automation flows, then QA tested everything end-to-end before launch.
Scope of work
Wordmark, monogram, colour system, typographic scale, photography art direction, packaging guidelines, and a brand standards document covering every touchpoint.
Full e-commerce site built with editorial intent: collection pages, product storytelling layouts, fabric and silhouette detail sections, and a digital lookbook.
Claude-powered conversational stylist trained on Jolene’s full collection, brand aesthetic, and day-to-evening versatility framework, giving personalised, occasion-aware recommendations.
A digital lookbook that shows the day-to-evening transition for each collection piece, with art-directed layouts carrying the brand’s visual language further than standard product photography does.
End-to-end automation for new collection launches: early access flows, editorial email campaigns, waitlist management, and inventory-triggered notifications built on intelligent scheduling logic.
Intelligent email and notification sequences that introduce complementary pieces, build complete looks, and bring customers back with precise timing, driven by purchase behaviour rather than calendar dates.
Services applied
Claude-Powered AI Agents
- Conversational UX
- Occasion-Aware Recs
- Wardrobe Context
AI Workflow Automation
- Collection Drops
- Post-Purchase Flows
- VIP Early Access
AI SaaS Development
- Full-Stack Platform
- Order & Payments
- Analytics Dashboard
Claude MVP Development
- Fast to Market
- MVP Scoping
- Brand-First Build
Results
Jolene launched its new platform to an immediately stronger customer response.
AI stylist interactions converted at a significantly higher rate than unaided browsing. Customers who used it were far more likely to purchase.
Average order value increased among customers who engaged with the day-to-evening lookbook experience.
Collection drop automation drove strong early-access engagement from the existing customer base.
Post-purchase flows improved returning customer rates, and complementary piece suggestions had measurable uptake.
Brand identity refresh generated organic media coverage and social sharing from the fashion community.
“We had a very clear vision of what Jolene should feel like — and a nagging sense that the digital experience we had wasn’t it. PixlerLab understood that immediately. What they built doesn’t just look like a luxury brand. It behaves like one.”
Jolene, Creative FounderView site(opens in a new tab)
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