From the photoshoot
Color ways were shot live vs. being color corrected in post.
Kim and Proper site launch
Dress detail screen
A conceptual north star from the start was to show the quality and detail in the choice of fabrics and dressmaking. To support this, it felt natural to use supersized photography, while allowing natural scrolling to pan simply and easily. Replacing ‘view larger’ with ‘view head to toe’ flipped the standard commerce format.
Dress detail screen, mobile
The concept of expressing quality and detail extended to mobile where photography was also shown large and at full height. With photography front and center a clear choice was to leave just two interface options: swipe for more dress views and buy, where materials and other details were also surfaced.
Kim and Proper
Photography direction
Casting
Brand strategy
Brand identity
Brand design
Interface design
Kim and Proper is a line of dresses from founder and fashion designer Kim Bachman, made in California. Michael designed and directed their brand launch. Every detail in the work—from casting to photography style to brand design—was created to expand and reflect Kim’s vision. Photography by David Martinez.