AnotherrDay
A complete Shopify redesign for a designer fashion storefront — with AI virtual try-on, custom denomination gift cards, region-aware routing and gamified lead capture built on top.
A fashion brand selling across dozens of designers has a discovery problem and a visualisation problem at the same time. Shoppers need to browse by designer, occasion and edit rather than a flat category grid — and before they buy, they need an answer to a question product photography can't give them: "would this look good on me?" On top of that, the brand needed flexible gifting, correct regional storefront routing for international visitors, cart recovery it could actually control, and lead capture that felt like part of the brand rather than an interruption. None of that fits inside a standard Shopify theme configuration, and solving each piece with a separate third-party app would have meant six vendors, six UIs and no coherent experience.
We rebuilt the storefront around fashion storytelling instead of a product grid — editorial typography, large fashion-led imagery, curated wardrobe edits, designer-led discovery, and custom motion used to make transitions feel deliberate rather than decorative. Beneath that, we extended Shopify rather than working around it. We integrated the Nano Banana API to deliver AI virtual try-on directly inside the product page journey. We built a custom gift card system that accepts customer-entered denominations and still fulfils through Shopify. We wrote region detection logic that surfaces a context-aware popup and preserves customer choice instead of force-redirecting. We replaced default cart recovery with a controlled pipeline the brand can tune, and turned newsletter signup into an interactive Spin-to-Win moment with consent capture built into the flow.
A Complete Shopify Design Overhaul
Rather than treating the homepage as a grid of products and promotional banners, we rebuilt the experience around fashion storytelling, discovery and movement. Customers move through Best Sellers, New Arrivals, editorial messaging, curated wardrobe edits, designer discovery and social-proof content instead of one repetitive catalogue. Navigation was restructured around several parallel ways of finding product — collections, categories and individual designers — alongside focused destinations like Under 5K, As Seen On and Sale. The goal was for the website itself to feel like part of the fashion brand, not just the infrastructure used to sell it.
Motion & Animation as Part of the Experience
Animation was used to make the storefront feel tactile, contemporary and editorial rather than decorative. Custom motion and interaction were developed throughout so transitions between sections feel deliberate instead of like a sequence of Shopify blocks. The engineering challenge was balance: the design needed to feel distinctive without making products any harder to find or buy.
AI Virtual Try-On — Nano Banana API
The most technically involved feature of the build. Virtual Try-On sits directly on eligible product pages, alongside the normal buying experience, rather than redirecting shoppers into an unrelated external tool. A customer supplies their own photograph, selects a garment from the AnotherrDay catalogue, and the Nano Banana API handles AI image generation to produce a personalised try-on visualisation — something traditional product photography structurally cannot provide.
Custom Denomination Gift Card System
Shopify's native gifting flow is constrained to a fixed set of predefined values. We built a custom gift card experience that handles the full path from selection, to a customer-entered denomination, through the Shopify purchase flow, to fulfilment and customer-facing presentation. It reads as a native part of AnotherrDay rather than an embedded third-party widget — the principle being that when a business requirement doesn't fit the platform's default UX, you extend the platform instead of asking the business to compromise.
Intelligent Region Detection & Store Redirection
International shoppers can land on exactly the right product while being on the wrong storefront for their region. Our custom logic detects the visitor's region, determines whether another storefront is more appropriate, and presents a region-aware popup that guides rather than force-redirects — preserving customer choice. This works alongside the storefront's broader localisation and was particularly important inside the wider Meherbaa / AnotherrDay ecosystem, where related stores serve different markets.
Custom Abandoned Cart Recovery Flows
We replaced reliance on Shopify's default recovery mechanism with custom flows designed around the brand's actual customer journey, turning abandoned sessions into structured recovery opportunities using relevant customer and cart data. The brand gained control over when recovery is triggered, which products are highlighted, how cart contents are represented, how messaging is personalised, and how customers are routed back into the purchase journey — a controlled pipeline that can evolve with marketing strategy.
Spin-to-Win Lead Generation
Instead of another conventional newsletter popup, lead capture became an interactive brand moment. The visitor is offered one spin with a guaranteed prize; contact details and marketing consent are captured before the spin unlocks, and the reward drops the new lead straight into the brand's marketing funnel. A typical popup says "give us your email" — this creates an exchange instead, turning lead generation from an interruption into an interaction.
Fashion-Led Product Discovery
With a catalogue spanning numerous designers, discovery architecture mattered as much as design. Shoppers explore through Best Sellers, New Arrivals, Everyday Wardrobe, Party Edit, Resort Wear, Summer Away, Vacation Wardrobe, Winter Edit, Workwear, categories, individual designers, Under 5K and As Seen On. The homepage dedicates a substantial section to designer discovery — designer identity and curation are part of the product-discovery architecture, not a filter bolted onto it.
Curated Collections & Integrated Social Proof
Editorial collection concepts — Everyday Essentials, Party Edit, Summer Away, Corp Core — sit directly in the homepage experience, adding a navigation layer between generic categories and individual products and letting the brand merchandise by mood, occasion and intent rather than taxonomy alone. A dedicated As Seen On experience and a homepage section connecting featured personalities to shopping bring influencer exposure into the commerce journey instead of leaving it on Instagram.
Extending Shopify Instead of Fighting It
The core engineering decision throughout was what Shopify should keep handling and what needed custom work. Shopify stayed responsible for products, variants, inventory, customers, orders, checkout and store administration. Generative-AI try-on, custom-value gift cards, region-aware routing, bespoke cart recovery, gamified lead capture and the animation system were built outside standard theme configuration. The result: Shopify's reliability, without the storefront looking or behaving like a generic Shopify store.
Customer opens an eligible product page and launches Virtual Try-On
Customer uploads their own photograph
The selected AnotherrDay garment is paired with the customer image
The Nano Banana API handles AI image generation
A personalised try-on visualisation is returned inside the product page
The customer continues into the standard Shopify buying journey with far greater confidence
- →AI-assisted shopping gives customers a genuinely new way to evaluate garments before buying
- →Custom technology makes the experience hard for competitors to reproduce with an off-the-shelf theme
- →Spin-to-Win converts a conventional signup into a participatory brand moment
- →Region-aware routing directs international customers toward the right commerce experience
- →Custom denomination gift cards remove unnecessary constraints around gifting
- →Controlled abandoned cart flows create more leverage over how high-intent visitors are brought back
- →The redesigned interface and motion system make the website itself part of the brand identity
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