What Lies Beneath

Sophie Hulme

Sophie Hulme is a breakthrough fashion designer whose luxury leather handbags—amongst other sartorial accessories—have become incredibly popular amongst creative, digital-savvy high-net-worth women over the past few years.

Known for her slightly irreverent take on luxury design, and direct relationship forged with her fans through social media, we developed a vision for her new eCommerce proposition that was both innovative and category-defining.

Titled ‘What Lies Beneath’, our strategic and creative platform tapped into three key insights: firstly, that both audience and Sophie share a similar need to intimately connect with each other through digital; secondly, that the brand’s iconic gold casting of purposely mundane, everyday items such as chip shop forks serves to immortalise Sophie’s memories, turning them into permanent artefacts of culture to be enjoyed by her consumers; and thirdly, that Sophie’s ‘Op-Art’ inspired creations are a key factor in setting her apart from the category, enabling her to present a lighter, more subverted view of what is often quite stale and slow- moving.

The site design featured a wide variety of innovations and interactions never seen before in eCommerce, from product hover states providing direct flashes into the mind of Sophie herself, to gold trinkets animating on-screen and begging the visitor to take them home with them. All combining to turn a normal shopping site into a multi-sensory feast of an experience—provided by the only designer with the imagination and temerity to get away with it.

EXPERIENCE DESIGN | DIGITAL | CONTENT | INNOVATION | ECOMMERCE

Agency: Matter Of Form | Work: Pitch Only