Social media
Lada Sergunina creates clothing at the intersection of craft tradition and contemporary fashion. The brand is built on a dialogue between generations: historical techniques, handwork and antique details are reinterpreted through current silhouettes and contemporary visual culture. Many pieces are made using handcraft techniques, selected designs are reproduced in limited numbers, and some garments featuring antique elements are one of a kind.
We needed to develop a visual identity that conveyed the label's distinctive designer and craft character while feeling contemporary and appropriate to the fashion segment. We created a logo, monogram, graphic elements, colour and typography system, and designed and produced print materials. A separate task was to develop an online store where the brand's visual aesthetic would meet full e-commerce functionality, with an expressive impact on a par with editorial fashion projects.
The visual concept grew from the brand's character: a delicate dialogue between past and present, attention to handwork and a sense of each piece as an object with its own story. The identity was not meant to look overtly vintage. We aimed to preserve a sense of cultural heritage while translating it into a contemporary fashion language. The visual system therefore combines delicate original graphics, generous white space, natural warm shades and contrast with deep black. This creates a calm, intellectual visual image in which decoration does not compete with the garments, but provides the right setting for them.
We developed a comprehensive visual identity system: a logo, monogram, additional graphic elements, colour palette, typography and composition principles. The handwritten fluidity of the logo became a recognisable feature, supporting the label's designer character and suggesting a personal signature. Delicate botanical illustrations, graphic frames and restrained decorative elements provide an additional identity language.
Before developing the website, we analysed the brand's positioning, product range, visual communication and fashion e-commerce user journeys. We paid particular attention to bringing the idea of a slow, almost collector-like interaction with a garment into the digital environment. For Lada Sergunina, the goal was not a standard catalogue, but a space where users first immerse themselves in the brand's aesthetic and story, then move on to choosing a piece.
We developed the online store's structure and user journeys, combining commercial functionality with a brand-led presentation. The architecture includes the homepage, catalogue, product pages, brand story, retrospective, contacts, and enquiry and pre-order flows. The website also offers dedicated interactions for pieces that require personal consultation. The UX/UI keeps the interface almost invisible, allowing photography, textures and collection details to take the lead.
The platform's standard structure was visually reimagined to suit the brand's aesthetic. We developed our own page composition system, distinctive collection and product presentations, responsive interfaces and user journeys. At the same time, the website retains full e-commerce functionality: a catalogue, product pages, enquiry and pre-order forms, checkout and the necessary administrative tools.
FIGMA
INSALES
The online store runs on InSales, with extensive visual customisation of the standard interface. We developed a bespoke frontend and adapted the platform's capabilities to Lada Sergunina's own design system. The result retains the convenience of ready-made e-commerce infrastructure while looking like a fully bespoke digital product.
