Elle & Riley

Elle + Riley had carved out a reputation for premium cashmere and refined retail experiences within New Zealand. But their vision extended beyond. To succeed in the US — a discerning, design-conscious market — the brand needed a digital presence that reflected the same craftsmanship, warmth, and attention to detail as its garments.

Rebrand
Tone of voice
Copywriting
UX Design
UI Design
Shopify Development
B2B / Wholesale
Shopify Plus
Featured
homecollectionsproduct page
visit live site

BACKGROUND

The previous website lacked cohesion, falling short of expressing the tactile quality and quiet confidence that defines Elle + Riley.

This project evolved into more than just a website - it marked a comprehensive transformation of the brand, encompassing new art direction, typography, and digital strategy to lay the groundwork for international growth.

The strategy was deliberately restrained: create an effortless window into considered luxury. The website needed to blend seamlessly into the background, allowing customers to browse, discover, and make purchases with ease.

While both women’s wear and men's wear were integral to the offering, the design allowed the women’s collection to naturally take the lead, while inviting men to engage at their own time.

The message throughout was subtle but clear — luxury that feels understated, approachable, and enduring.

HOME
COLLECTIONS
PRODUCT PAGE

highlights

Typography became a subtle brand signature - a delicate interplay of serif and sans-serif fonts that lent the site a timeless, editorial quality.

The design was intentionally clean, pared-back, and considered, ensuring the experience felt as relevant today as it will in years to come.

Avoiding trends, the site created a space where the product could speak for itself - an environment of quiet confidence where every detail served a purpose.

Results

The new brand identity and website have redefined Elle + Riley’s position in the market, setting them apart as the definitive name in luxury cashmere. Where competitors often struggle to align product, photography, and digital experience, Elle + Riley now presents a unified, high-quality brand at every touchpoint. The new platform seamlessly connects online and offline, ensuring the experience - from browsing to ownership - feels consistent, refined, and true to the brand. Through clarity, precision, and restraint, the brand has not only deepened customer loyalty but positioned itself to achieve meaningful global cut-through.

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