Maison SL is Susana Lorena’s super chic lingerie and swimwear shop on one of Notting Hill’s prettiest streets. The only independent store in the UK to stock La Perla, they are a cut above in many ways. For a start, Susana has a remarkable discerning eye and a lovely non-judgemental attitude, as well as two rather beautiful Bengal cats. Regardless of the carefully curated ambience and interiors of their retail space, most luxury multi-brand stores end up competing online on ecommerce platforms. Only a beautifully custom Shopify theme, with handcrafted HTML and CSS, would ensure Maison SL stood out from the crowd of cookie-cutter online stores.

The challenge here was to create a luxurious online shopping environment to carry a mélange of continually changing images in wildy contrasting styles and tones. Everything around the images needed to be robust. We added a tag line to clarify the offer and when we discovered the font’s name was “Elephant” we fell in love and used it big and bold everywhere. Julia Bostock’s poetic photography and an ice cream colour palette added warmth, femininity and difference.