Each one is built from ORAATH's own photographs, logo and words from Instagram, and each leads with a different idea. Pieces you like from different concepts can be combined.
The arch inside the logo becomes a window onto every photograph. As you scroll, it widens until the photo fills the screen. The looks sit inside arch-shaped frames too.
The collection's idea taken literally: each look is a full-screen layer that slides over the one before it. The double gold rule comes from the braid on the Second Layer jacket.
A fashion-magazine layout built on the black-and-white world of the launch posts. Photographs sit between the letters of the headline, and colour appears only when you hover over a picture.
Made to order comes first. A gold thread is stitched down the page as you scroll. A four-step process explains how ordering works, and a request form can be wired to email with PHP.
The site as the designer's travel notebook: printed photographs, tape and black note cards, taken straight from the brand's own Instagram collages. The contact section is a postcard.
The collection told as a short film: a widescreen frame, italic subtitles and scenes you move through chapter by chapter, including with the arrow keys. The brand's reels could play here later.