Founded on the principle of designing both wearable and distinctive clothing collections with a modernist approach, YMC has quietly grown to become a significant design label. In line with the ethos of American industrial designer Raymond Loewy who reasoned; "you must create your own design style" and echoing their desire to constantly develop from season to season, YMC commissioned us to design and create a new website and integrated flash online store.
Inspired by H G Well's "The Invisible Man", and as a reaction against the celebrity of "the model", the website centres around the shoppers' ability to click and drag pieces from the collection, dressing a moving yet invisible model and creating their very own YMC style.
In stark contrast to other on-line stores this provides an accurate picture of the way that clothing shapes and moves on the body and with the absence of a visible model the clothes speak for themselves.
The idea was to create a web-site that did not simply provide a selling platform but one that offered a unique YMC experience. Through the use of Flash and interactive video elements the result is both stylish and functional, delivering a sophisticated way to shop on-line.
