Modern
luxury, boldly
crafted fashion.
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 doesn’t just underperform — it actively 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 — 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 an immersive digital lookbook experience.
Claude-powered conversational stylist trained on Jolene’s full collection, brand aesthetic, and day-to-evening versatility framework — delivering personalised, occasion-aware recommendations.
An immersive digital lookbook showcasing day-to-evening transitions for each collection piece, with art-directed layouts that communicate the brand’s visual language beyond standard product photography.
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 precision timing — driven by purchase behaviour, not 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 — 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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