Katerina Kabanova

Faded & Found

An e-commerce website for a vintage-inspired clothing brand, designed to reflect the brand’s aesthetic and create a distinctive shopping experience.

The Faded & Found store on a laptop, a tablet and a phone: the home page, a product page and the bag
Type
Concept project
Role
UX/UI Designer
Tools
Figma, Midjourney
Year
2025

Project brief

A paper clothing tag reading Faded & Found, Inspired by the past, made for today, lying on a fashion magazine

The brand

Faded & Found is a clothing brand I invented for this project. I wrote its brief the way a client would fill one in.

The brief

The brand makes vintage-style clothing from modern materials. It asked for an online store aimed at people who want the style of past eras without searching for and wearing second-hand clothes.

  • Key selling points

    • Own production of vintage-style clothing
    • Limited collections
    • Worldwide delivery

  • Target audience

    • Mostly women
    • Ages 18–34
    • Interests: fashion, history, culture, creative industries

  • Visual direction

    • Magazines of the 70s–90s
    • Aesthetic design

  • Website

    • Simple, intuitive navigation
    • Functionality

Problem & goal

The problem

The brand wanted its store to look like a 70s–90s fashion magazine and still be simple to navigate. Large type and collages can make the navigation hard to follow and the page feel chaotic.

The goal

A visitor recognises the brand from the first screen and shops the way they already do in other online stores. The pages keep the magazine feel and stay calm enough to find a piece and reach checkout.

Key decisions

  1. Need: Recognising the brand at first sight

    The first screen sets the brand name in large retro type over a collage of vintage-styled photos.

    From the research“Two of the three stores look plain”

    The home page: FADED&FOUND in large orange retro letters over a cut-out photo of a woman in a leather jacket and sunglasses

  2. Need: Finding the way around the store

    Shopping works as in the most common online stores, from the catalog to checkout. Filters sit beside the product grid, and the price and size sit next to the photo.

    From the research“Clear and familiar navigation”

    The product page on desktop: breadcrumbs, the jacket’s name, price, colour and size beside the photo, Add to cart, and its description with Materials, Care and Delivery & returns folded under it

  3. Need: Keeping the magazine look calm

    Paper tags and clips sit on the photos, and retro type sets the headings. The filters and buttons stay plain.

    The catalog on desktop: F&F CATALOG in large retro letters, paper tags and clips on the product photos, plain filters by category, collection and price on the left

Process

Research

Competitive analysis

I analyzed three clothing stores, two with vintage-style clothing and one with genuine vintage, to see how they keep a large catalog easy to browse and how their design shows the brand.

What worked

  • Clear and familiar navigation
  • Detailed product information
  • Useful filtering options
  • Related product recommendations
  • Clear delivery and return information

What didn’t work

  • Too many filters in one store, and none at all in another
  • Plain design in two of the three stores
  • Only one store had a slogan that sums up the brand
  • No delivery and return details on one store’s product pages

All three stores were easy to navigate and used the same standard set of pages, but two of them looked plain. This led me to keep the store’s structure familiar and let the visual design set Faded & Found apart.

Structure

Information architecture

I kept the standard set of store pages that all three stores in the research shared, and grouped them by what a shopper does: the main shopping flow from catalog to checkout, and the brand and contact pages around it.

Prototype

Wireframes

Visual Design

Visual style

The visual direction combines vintage references with a bold editorial approach, balancing the brand’s nostalgic character with a contemporary shopping experience. Warm earthy tones, expressive typography, collage-inspired imagery, and graphic details shape the store’s distinctive identity.

Typography

Colors

  • Joanie Clothing
  • Rokit London
  • Miracle Eye
  1. Start
    1. HomeBrand introduction, new collection, best sellers, brand content
  2. Main shopping flow
    1. CatalogProduct browsing, categories, filters
    2. Product pageProduct details, size & colour options, add to cart, related products
    3. CartSelected products, quantity, order summary
    4. CheckoutPersonal information, delivery, shipping, payment
  3. Brand & contact
    1. AboutBrand story, values
    2. LookbookCollections, styled looks, brand inspiration
    3. ContactStore locations, contact information
  1. Home
    Home page wireframe: a large brand name, the new collection, all collections and best sellers
  2. Catalog
    Catalog wireframe: the filters on the left of a product grid
  3. Product page
    Product page wireframe: the product photo, its details and You may also like
  4. Checkout
    Checkout wireframe: personal information, delivery and payment beside the cart
  • Marvin VisionsBold, distinctive, retro-inspired
  • InterNeutral, functional, highly readable
  • #FFEAD5
  • #F0A224
  • #442314

Final design

Home

The home page opens with the brand’s look and a way into the catalog.

The whole home page on desktop: FADED&FOUND in large orange retro letters over a cut-out photo of a woman in a leather jacket, then the new collection, all collections, best sellers, About us and the footer
Scroll inside the screen

Catalog

A shopper narrows the catalog with filters and sees the price under each piece.

The whole catalog page on desktop: F&F CATALOG in large letters, filters on the left of a grid of dresses with names and prices, and page numbers under it
Scroll inside the screen

Product page

A shopper chooses a colour and size right beside the photo.

The whole product page of a wool suit jacket on desktop: the photo, colour, sizes, Add to cart, the description and You may also like
Scroll inside the screen

Checkout

The order is placed on one page, with the bag beside the form.

The whole checkout page on desktop: personal information, delivery, shipping and payment on the left, the cart with four items and the total on the right
Scroll inside the screen

Contact

A shopper finds how to contact the store.

The whole contact page on desktop: CONTACT US in large letters beside an orange telephone, the London and Manchester boutiques with their phone, email and address, a collage of the store and the footer
Scroll inside the screen

Reflection

What I learned

I learned to split a store into two layers. The structure stays as familiar as in any online shop, and the brand’s character goes into the details: retro type, tags on the photos, collage. That way the style can be loud without getting in the way of shopping.

What I’d improve

The store ships worldwide, so I’d add a language and currency switch to the header. Shoppers abroad could then read the store in their own language and see prices in their own currency.

Next steps

Next, I’d test the shopping flow with people from the brand’s audience: can they find a piece in their size and reach checkout without getting lost in the magazine style?