She Goes Wear Shopify Development
The Project
She Goes Wear began as a workwear, fashion and lifestyle blog before evolving into an independent clothing brand.
Having previously designed Dorothy’s WordPress blog and visual identity, I worked with her again to create a fully customised Shopify website that brought her content and products together in one place and gave the brand room to grow.
This project builds on the original She Goes Wear blog and brand identity, which I designed earlier in Dorothy’s journey.
Evolving the brand from blog to business
Dorothy first approached me in 2018 while building She Goes Wear as a fashion and lifestyle blog.
As her audience grew and blogging became her full-time focus, I created a custom WordPress theme and refreshed visual identity that gave her more flexibility, stronger editorial layouts and greater control over the way her content was presented.
Several years later, Dorothy returned with a much bigger ambition: to develop her own clothing line and turn She Goes Wear into a complete eCommerce brand.
Creating one home for content and products
Dorothy had already experimented with Shopify, but the initial setup did not provide the level of control or refinement needed for the next stage of the business.
She also wanted to retire the original WordPress blog and bring everything together within Shopify. The new website therefore needed to support product discovery and sales while preserving the editorial content and audience she had built over several years.
Planning for a growing fashion brand
Before moving into design and development, we mapped out how She Goes Wear needed to work as a clothing business.
This included considering how the product catalogue could expand, what information customers needed before purchasing, how collections should be organised and how the existing visual identity could evolve without losing the character of the original brand.
The result was a clearer structure designed around products, styling content and the wider She Goes Wear community.
Refreshing the visual direction
I developed an updated design system for the Shopify site that built on the existing identity while giving it a more polished and commercial feel.
A cleaner typographic system, refined colour palette and stronger visual hierarchy helped product photography and campaign imagery take centre stage. The layouts were designed to feel stylish and editorial while remaining clear and easy to shop.
Designing the product experience
The product pages needed to give customers confidence in the fit, quality and styling of each item.
I designed clearer product detail layouts with space for useful sizing, fit and product information, alongside strong imagery and straightforward purchasing options. The aim was to make the experience feel considered and premium without introducing unnecessary complexity.
Building custom Shopify content blocks
To give Dorothy more creative control, I developed custom content sections that could be reused throughout the site.
This included an As Seen On Our Customers section, allowing real customer imagery and community content to sit alongside the product catalogue. These flexible blocks helped bring more personality and social proof into the shopping experience while making future updates easier to manage.
Migrating the blog into Shopify
The existing blog was an important part of the brand and could not simply be left behind.
I brought the editorial content into Shopify and designed layouts that allowed posts to remain easy to browse and enjoyable to read. This created a single, cohesive platform where Dorothy could manage both her products and content without maintaining separate WordPress and Shopify websites.
Custom Shopify development
The final website was developed as a customised Shopify theme rather than relying on a standard off-the-shelf layout.
The build included bespoke page sections, responsive layouts and flexible content controls, giving Dorothy the freedom to manage products, collections, campaigns and editorial content as the brand continued to develop.
The result
She Goes Wear now has a professional and cohesive Shopify platform that reflects its evolution from blog to clothing brand.
The site brings products, editorial content and customer community together in one place, while giving Dorothy the creative and technical flexibility needed to grow the collection and take the business forward.
Services
- Shopify website design
- Custom Shopify theme development
- UX and eCommerce planning
- Responsive web development
- Visual identity development
- Product page design
- Custom Shopify sections
- Blog migration
- Editorial layout design
- Ongoing client collaboration
Ready to turn your audience or product idea into a stronger eCommerce brand?
I design and develop custom Shopify websites that bring content, products and brand personality together into a clear and flexible shopping experience.
