Fashion

Where the picture does the persuading.

64 winners · best 7.74

The Pick

GQ & AP The Extraordinary LabAn immersive digital experience exploring the RD Series by Audemars Piguet, revealing the

FreshmanFreshman is a creative production company that teams up with agencies and brands that seek

DG Beauty - My Lip StyloAn immersive web experience that invites users to discover the new lipstick collection thr

Odd RitualDigital brand home and shop for Odd Ritual - a clothing brand rooted in the game and tradi

PermianCreating the brand identity and webshop for Permian, a digital fashion brand bridging anci

Lacoste — Polo FactoryWelcome to the Lacoste Polo Factory. Where polos are born.

Lacoste Ace BreakerPlay and break as many bricks as you can to win tickets to Roland Garros and Lacoste polo

Wolverine WorldwideWolverine Worldwide is the company behind Merrell, Saucony, Sperry, and Hush Puppies, with

Quechua — 2025 LookbookDecathlon — Quechua new hiking collection is the ultimate invitation to explore the mounta

Max Mara - Untamed HeroineWalk as the Untamed Heroine through a journey of torn pages and truth. Inspired by Max Mar

DICH™ FashionDiscover DICH™ Fashion's new era of futuristic fashion. Explore innovative designs that bl

SOLKPrelaunch campaign for SOLK, a new sneaker brand built entirely on biocircular principles,

DUCHATEAUFor those who consider their surroundings an extension of themselves, DUCHATEAU is the onl

MIU MIU A House that we shapedExplore the house and interact with the objects to discover the new Miu Miu Bags collectio

Pop-up 10 ans la RoséeFrench skincare brand La Rosée celebrates 10 years with a pop-up in Paris and asked Hervé

CapitoliumFor the first time in the world, two elite national sports clubs from the same city, Toulo

DulcedoDulcedo® is a culture-first agency elevating talent through brand partnerships, creative g

Bécane ParisInteractive e-commerce experience for the launch of Bécane Paris.

21 TSI21TSI’s goal is simple: to win over sports-minded consumers with products &services that o

Gucci: Mystery UnfoldsGucci transforms La Famiglia into an AI-powered mystery experience powered by Google Gemin

Lacoste Members ExperienceShape the future of Lacoste in innovative ways. Lacoste members can reimagine the brand's

Detroit ParisDetroit is an AI production house in Paris crafting visual culture for luxury brands. Detr

Max Mara - Jacket CircleA series of imaginary words through which women shape their everyday wardrobe, combining d

45R Denim KarutaDenim is 45R's signature item. We created an online Japanese Poetry Card Game to showcase

Indigo LaboratoryIndigo is a jewelry brand built as a sensory journey across five tales, each with its own

Omega My Little SecretExplore Omega “My Little Secret” an exclusive journey revealing secrets to uncover the sto

The Tie-breakPlay and explore the new New Balance x Miu Miu collection with Coco Gauff.

The Tuscan Journey BeginsMONOGRID created an interactive journey for Weekend Max Mara, transforming Italian craftsm

Urban JürgensenReviving a 250-year-old Swiss-Danish watch brand with a bold digital ecosystem, where time

OflynExclusive, sustainable fashion, designed and customized in France for those who value qual

By:Matthew The ShirtA seamless e-commerce product experience for By:Matthew.

Osklen Digital FlagshipOsklen, a globally recognized luxury brand known for its commitment to sustainability and

BalmoralBalmoral was founded in Canada to create timeless garments shaped by the country’s distinc

Weekend Max Mara Holiday EditAn interactive holiday experience turning gifting into a poetic journey, celebrating winte

Casa LunaraCasa Lunara is a fresh eyewear brand mixing bold, editorial vibes with streetwear style. I

Brunello Cucinelli - AI E-comA pageless, intent-led e-commerce experience that unfolds in real time. Multi-agent AI wel

Dime MTLA high-performance global e-commerce platform for Dime MTL. Blending a minimalist, app-ins

NITEXNitex powers real-time fashion with exclusive, ready-to-buy designs - helping brands move

OGAKIThe social-first agency for prestige beauty.

Every site here won a Site of the Day or a Site of the Month. 64 carry this category; the 39 shown are the ones we hold full marks and a palette for, best score first. Scores, categories and each team's own description are published by Awwwards. Studios' own portfolios are excluded throughout.

How fashion websites are designed

Fashion Website Design in 2026

What sets them apart

Luxury: made to look expensive. 20% of fashion winners, 9% of all winners.
Big Background Images: one big photograph behind everything. 16% of fashion winners, 9% of all winners.
Fullscreen: images running right to the edges, no border. 16% of fashion winners, 10% of all winners.
Clean: a lot of empty space left alone. 28% of fashion winners, 21% of all winners.

What they share with every winner

Animation: things move. 38% of fashion winners.
3D: objects with real depth, that you can turn or move around. 31% of fashion winners.
Storytelling: the page walks you through something, in order. 30% of fashion winners.
Interaction Design: you handle it, rather than just read it. 23% of fashion winners.
Experimental: does something you have not seen before. 19% of fashion winners.

What they are built with

GSAP on 19% · WebGL on 16% · Three.js on 9% · Shopify on 9% of fashion winners.

Fashion website color palettes

#000000
#FFFFFF
#050FFF
#1F35F9
#A4E7FE
#F7ECE8
#082415
#FCD757
#010101
#DAD6CD
#2A2928
#9BA689

Web design trends for every kind of site →

Keep going

PreviousPlay NextFilm & TV