Nice. Underwear.

1. Accessibility & Navigation

Decisions

• Large, readable base font for comfortable scanning.

• Integrated microphone icon for voice search, supporting multilingual users and people with motor or cognitive limitations.

• High-contrast color system to meet accessibility standards.

Rationale

The goal is to remove barriers. Clear typography, voice input, and verified contrast create an interface that works for more people.

2. Visual Inclusivity

Decisions

• Imagery features people of mixed body shapes, skin tones, and styles.

• Photos avoid gendered aesthetics and follow a soft, neutral palette.

Rationale

Representation is delivered visually, without forcing identity labels.

3. Category Structure: Shop by Body Need

Decisions

• No “Men” or “Women” sections.

• Product discovery organized by functional needs:

– Tops

– Everyday underwear

– Period-friendly options

– Pregnancy-supportive fits

– Sensitive-skin fabrics

– Support and compression styles

Rationale

Including users who may be pregnant or menstruating but don’t identify with traditional categories. It avoids misgendering and reduces friction by focusing on the body, not assumptions.

4. Sustainable Value Proposition

Decisions

• Education around natural fibers like heavy organic cotton, recycled silk alternatives, and plant-based textiles.

• Transparent breakdown of materials, origin, and environmental footprint.

Rationale

Sustainability becomes a lived experience, not a marketing sticker. Users understand what they’re buying, why it matters, and how it impacts the planet.

5. Articles & Learning Hub: Circular Economy

Decisions

• Short, accessible articles explaining circularity, textile recycling, quality over quantity, and garment care.

Rationale

The brand positions itself as a trustworthy guide in sustainable fashion, not just a seller of products.

6. Aesthetic Direction

Decisions

• Neutral colors applicable to all genders.

• Minimal, soft layouts.

• Clean, naturalized product photography.

Rationale

Neutral tones and soft visuals reinforce the brand’s inclusive and sustainable ethos. The design avoids signaling who “should” wear what.

7. Overall Experience Philosophy

Decisions

• Build an interface that respects people’s bodies without labeling them.

• Make sustainability understandable and transparent.

• Prioritize accessibility from the first pixel.

Rationale

This project reframes underwear shopping as a safe, educational, and human-centered experience.

Project link