Design rules

The system, applied to any site

• Set one word ENORMOUS: let a Playfair display serif run across the full width and overlap the hero image, so the type and the garment share the same space instead of stacking.
• Hold the palette to near-black and warm cream with a single oxblood accent — reserve the accent for the caption marquee, the "Look" folios and small marks so it never becomes decoration.
• Render editorial imagery as cream/near-black duotone gradients that read like fabric in raking daylight; never rely on stock photography to carry the mood.
• Run an italic serif caption strip — season, collection name, look count, "Photographed in Daylight" — as a slow marquee that acts as the spine of the issue.
• Number the looks like a printed magazine: a small oxblood "Look 0X" folio seated on each frame, with the garment name in serif and the fabric and price in tracked-out caps.
• Let negative space do the pacing — sharp 2px corners, hairline borders, generous margins and only two typefaces (a display serif and a clean sans).

Ships with