falte – Web design & art direction · Concept by allkind
Web design concept for the fashion label falte.
Fashion that lasts deserves a website that takes its time.
A fashion label that produces slowly and makes pieces for years. The website should radiate exactly that calm.
Editorial typography, black-and-white photography and a structure like a magazine: issue, contents page, collection.
A web presence that feels like leafing through pages rather than scrolling. Every element has room, nothing pushes.
The idea
falte is our concept for a Zurich slow-fashion label that works against the pace of the industry: few pieces, heavy fabrics, cuts for years rather than seasons.
The question behind it: what does an online shop look like if it wants to convince rather than sell? Our answer is a website that is more magazine than shop.
Typography & imagery
An italic serif wordmark meets a sober grotesque. The wordmark can be large and reach into the image. Everything else stays quiet.
The photography is black and white throughout. That puts the cut and the fabric in the foreground, not the colour of the day.
The fold card
The heart of the concept: every piece leaves the studio with a card folded in its pocket. It reveals where the fabric was woven, who cut it and how many hours it took.
On the website, this card becomes a design element. It makes origin tangible, without needing an advertising line.
Structured like a magazine
Instead of a classic shop menu, there is a contents page: categories as large lines, numbered as in a printed issue. Collections like “Das neue Schweigen” appear as a spread, with looks, names and short texts.
The newsletter comes out once a month, with new pieces and stories from the studio. Here too: better rare and good than frequent and loud.
«Say less. Show more.»
Want a web presence with a point of view?
We design websites that suit your brand, from concept to launch. Tell us what you’re planning.
- Answered personally by Mäx
- Free and without obligation
- Or directly: maex@allkind.ch
