Inoui EditionsInoui Editions

Inoui Editions is a French house whose product is its craft — hand-drawn prints translated onto silk squares, scarves, foutas, beach towels and bags. The website had to carry that poetic universe intact, then do something the atelier never had to: sell it, fast, to a worldwide audience.

That is the real tension of a maison online. Slow the page down for the imagery and commerce suffers; speed it up for commerce and the romance drains away. The old site couldn't hold both. It needed to feel like the printed textile in your hands, and it needed to move a US shopper from a campaign image to a filled bag without a single stutter.

We began in the brand's own world — the prints, the palettes, the way each square is composed like a small painting — and let that dictate the interface rather than the other way around. From there the build moved onto headless Shopify Plus, decoupling a fast, editorial front end from the commerce engine underneath so neither has to compromise for the other.

Three principles held the work together from wireframe to launch:

• Craft first

  Every layout decision defers to the print. Imagery leads; type and chrome stay quiet enough to let the textile speak.

• Editorial rhythm

  The catalogue reads like a curated lookbook — seasonal, story-led — not a spreadsheet of thumbnails.

• Frictionless commerce

  A headless front end keeps browsing quick and the path from campaign to checkout short on any device.

The result is a storefront that behaves like an editorial: full-bleed campaign photography at the fold, a clear category spine — Scarves, Bags, Accessories, Foutas & Towels, Home Textiles, Ready-to-Wear — and product presentation that treats each square as an object worth studying rather than a SKU to scan.

We tapped into the house's passion for craftsmanship to build a home for both its premium and its universal collections, so a first-time visitor and a devoted collector each find their footing. And because it is designed mobile-first, the same restraint and richness survive the drop to a phone, where a large share of discovery actually happens.

• A bespoke home, not a template. The storefront was designed around Inoui Editions' own visual language, so the site reads as an extension of the house rather than a shop bolted onto it.

• Built headless, built to move. On Shopify Plus with a decoupled front end, the experience stays quick and editorial at once — and has room to grow as collections and markets expand.

• One identity, every screen. The mobile-first system carries the same craft from a 1440px campaign down to a phone, so the brand feels considered wherever a customer meets it.