In collaboration with Xírena, Half Helix crafted a minimalistic, editorial, and highly intuitive design that prioritized user experience. The revamped PDP and PLP placed a strong emphasis on product imagery, allowing the brand’s editorial images and merchandise to take center stage. To enhance product discoverability, the website incorporated effective filters across all pages and leveraged swatches and visually compelling product imagery. The Half Helix team skillfully integrated Xírena's lookbook images to create shoppable editorial moments throughout the website, further amplifying the brand's storytelling. Subtle yet captivating animations were strategically implemented to create a dreamy, immersive, and luxurious experience. From gentle scrolls in the PDP to refined hover states and seamless transitions between color swatch options, every animation was meticulously calibrated down to the millisecond. The end result was an immersive brand experience that not only captivated visitors but also drove conversions through an optimized and high-performing website.