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Womenswear designer Maria Grachvogel’s eponymous label aims to bring the personal touch to online retailing.

The two main areas of the site are ‘Shop Online’ and ‘Collection’. The Collection area shows the latest catwalk collection in both photo and video format, giving the user the added bonus of viewing how the product fits and moves when worn.

The Shop Online area can be filtered by two sections - standard product or virtual styling, which allows users to choose product by either the parts of the body they like about themselves or the parts they would like to hide.

For example, if a user chooses the option that says they would like to minimise the appearance of their tummy, the product selection will include garments that are flattering to the tummy area.

The site also gives detailed descriptions on each product including style, material and fit. Zoom tools and alternate views add to this experience.

While the site design is relatively basic, it shows how to take the personal, high-end designer element creatively onto an online platform and allows customers to feel they are being treated to a similar experience online as they would be offline.

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