31 Labels Digital Commerce
Curating Everyday Glamour for India's Accessible Luxury Market.
Services
Headless Commerce
UI/ UX Design
Content Strategy
APPROACH
The brand was built on the concept of Everyday Glamour, expressed through fashion and lifestyle rather than product listings. In a category chasing volume of brands, 31 Labels positioned itself around curating an everyday statement wear in the accessible luxury space. Curation, accessible luxury, and editorial led commerce sat at the core of how the brand was developed, extending into a digital experience shaped around styling narratives and curated exploration instead of a conventional product grid.
Beyond a product list
31 Labels set out to prove that a fashion marketplace could feel as distinctive as the brands it retails. Built on the idea of Everyday Glamour, the platform sits in India's accessible luxury space; a category where most players compete on catalogue size rather than point of view. Our brief was to give 31 Labels an identity, and a digital experience, that felt like a stylist's edit rather than a search results page: curated, editorial, and unmistakably its own.
Editorial First. Commerce Always
We approached 31 Labels less like a storefront and more like a fashion publication that happens to sell what it features. Every screen was designed to lead with story, with full-bleed imagery, considered typography, and pacing borrowed from print. The result is a visual and UI language built around discovery, where browsing feels like flipping through a look book rather than scanning a catalog.
A design system built for scale and deployment
Underneath the editorial surface sits a rigorous, component-based design system with reusable elements, responsive rules, and a shared visual language that scales across every page and every device. It's the part shoppers never notice and the part that matters most to the teams building alongside us: fewer inconsistencies, faster handoffs between design and development, and a foundation flexible enough to support new features without starting over.
Turning Browsing Into Outfit Inspiration
To make discovery feel less like searching and more like styling, we introduced Fashion Edits. A collection of curated looks that pull pieces from multiple brands into one complete outfit, organised around occasion and mood rather than category. It reframes the marketplace as a styling tool: shoppers don't just find a top, they find a whole look, and often a brand they weren't searching for in the first place.
Styling Guidance for Indian Body types
Fashion advice online rarely accounts for how differently clothes sit on different bodies. Know Your Body Type was designed to close that gap, with an educational feature, built specifically for Indian women, that helps shoppers understand their body type and translates that understanding into personalised outfit and styling recommendations. The goal was to remove the guesswork from online shopping, not just show more product.
A personal stylist. On demand.
Style Advisor puts a real fashion expert one booking away. Users schedule one-on-one consultations tailored to their preferences and occasions. A feature that turns a digital marketplace into something closer to a personal shopping experience, and gives 31 Labels a point of difference and helps customers build their wardrobes confidently.
