Internet
Parisian Haute-couture Embroidery Goes Online
The first buds of Spring were just appearing in March when Parisian bespoke haute-couture embroidery couturier Preciously turned to top London agency Napkin London to design a website that would embrace its innovative business model and communicate the luxury with a touch of fun it needs to project itself to its worldwide Ultra High Net Worth clientele.
(Photo: http://www.newscom.com/cgi-bin/prnh/20110726/469146 )
Preciously's innovative business model of doing the embroidery work on the client's own favourite denim gives the brand a distinct advantage in making the whole experience of commissioning a piece stress-free and fun, it also solves the problem that many people have of worrying whether the item will fit when it arrives.
http://www.preciously.fr offers clients the ability to pay by credit card but that element has been adapted for the particular process of commissioning a one-off and put in its right place as the last and inconspicuous step it should be
The website, conceived with ergonomics and design equally in mind, presents a collection of stunning limited editions of jeans (and beach shorts) and select examples of private commissions (called One Off on the site) using hyper-detailed photography that Napkin London art-directed and shot in studio and on location in Paris .
Full-page images with smart alignment, zooms that activate automatically, captions that morphs into information that is displayed when needed and an obsessive attention to typography make the website equally beautiful and functional.