Brand refresh, art direction and web design

The Brief

LAAIN is a womenswear brand founded by Tamara Rothstein and Sheila McKain, with the aim of creating a range of fashion sportwear for the busy lifestyle of the multi-faceted modern woman. We were approached to freshen up their branding, design a fully functional e-commerce website and art direct video and still images.

The Solution

Movement is key for the brand so we used video at the front of the website and created “moving stills” using dancers to give the customer a sense of how the product moves on the body. We were also keen to move away from the Instagram Yoga aesthetic of some competitor brands and use un-expected, sometimes awkward shapes that the professional dancers were able to achieve.