Thornton & Co.
Tailored for Every Story
- Industry
- Luxury Fashion / Bespoke Tailoring
- Project Type
- Website UI/UX
- Platform
- Responsive Web
- Design Tool
- Figma
- Prototype
- Figma Sites
- Role
- UI/UX Designer
- Focus
- UX Strategy, Information Architecture, Visual Design, Interaction Design, Responsive Design & Conversion UX
Overview
Designing a Digital Experience as Personal as Bespoke Tailoring
Thornton & Co. is a premium bespoke tailoring website designed around a simple principle: every garment begins with the individual.
Unlike conventional fashion e-commerce, bespoke tailoring involves consultation, measurements, craftsmanship, fabric selection, fittings, personalization, and a significant level of trust between the client and tailor.
The website needed to do more than showcase beautiful clothing — it needed to explain the service, communicate craftsmanship, establish credibility, help customers understand their options, support both men's and women's tailoring, and guide prospective clients toward booking a fitting. The result is a multi-page experience combining luxury editorial storytelling with practical service-oriented UX.
The Context
Translating Traditional Craftsmanship Into a Modern Interface
Bespoke tailoring is built around details that cannot be fully communicated through a conventional product catalogue. A client isn't simply choosing a garment — they're choosing a tailor, a fabric, a silhouette, a fit, construction details, buttons, lining, lapels, collars, cuffs, pockets, monograms, and finishing.
The digital product therefore needed to represent the process and experience behind the garment, not just the finished clothing. This became the foundation of the UX strategy.
The Problem
Luxury Without Complexity
The website had to feel
But it also had to remain
How might we create a premium tailoring experience that feels exclusive without making the service difficult to understand or access?
Business Objectives
Establish Premium Positioning
Create a visual identity capable of positioning Thornton & Co. as a high-end bespoke tailoring house.
Generate Fitting Enquiries
Make appointment booking the primary conversion action throughout the website.
Communicate the Full Service Range
Present menswear, womenswear, wedding tailoring, formalwear, shirts, and alterations clearly.
Educate Potential Clients
Explain measurements, fabrics, customization, fittings, and the bespoke process.
Build Trust Before Contact
Use craftsmanship, specialist expertise, process transparency, previous work, and testimonials to reduce uncertainty.
Support Long-Term Brand Growth
Develop a scalable design structure that could accommodate additional services, lookbooks, fabrics, FAQs, editorial content, and future functionality.
User Goals
- What does Thornton & Co. offer?
- Do they tailor for someone like me?
- Do they work with both men and women?
- How does bespoke tailoring work?
- What can I customize?
- Which fabrics are available?
- How are measurements taken?
- Can I see previous work?
- How experienced are the tailors?
- How long is the process?
- Where is the studio?
- Can I speak to someone remotely?
- How do I book a fitting?
Target Audience
Business Professionals
People looking for premium suits, blazers, shirts, dresses, and professional wardrobes that fit precisely.
Needs
- Professional appearance
- Quality
- Efficient service
- Long-term garments
Wedding Clients
Grooms, wedding parties, brides, and clients attending formal occasions.
Needs
- Confidence
- Styling support
- Timeline clarity
- Personalization
- Exceptional fit
Women Seeking Specialist Tailoring
Clients looking for fitted blazers, trouser suits, evening gowns, dresses, bridal pieces, outerwear, or alterations.
Needs
- Specialist expertise
- Inclusive service
- Precise fitting
- Clear womenswear representation
Luxury Fashion Clients
People who value materials, craft, exclusivity, individuality, and long-term quality.
Needs
- Premium experience
- Material transparency
- Personalization
- Craftsmanship
Alteration Clients
People who already own quality garments and need professional resizing, restyling, or alterations.
Needs
- Trust
- Expertise
- Clear service information
- Simple appointment access
Proto-Personas
Wedding-day client
James — The Groom
- Age
- 34
- Goal
- Commission a wedding suit
- Priorities
- Fit, confidence, styling guidance
- Concern
- Unsure how bespoke tailoring works
Needs
- — A clear process
- — Wedding-specific services
- — Fabric guidance
- — Previous work
- — Easy fitting booking
Specialist womenswear client
Amelia — The Professional
- Age
- 39
- Goal
- Commission a tailored trouser suit and blazer
- Priorities
- Precise fit, quality, specialist womenswear expertise
- Concern
- Many traditional tailoring brands appear heavily male-oriented
Needs
- — Prominent women's tailoring
- — Relevant imagery
- — Clear garment options
- — Specialist expertise
- — A straightforward consultation route
Repeat alterations & shirts client
Daniel — The Returning Client
- Age
- 46
- Goal
- Alter an existing garment and commission new shirts
- Priorities
- Convenience, quality, trust
- Concern
- Wants quick access to the correct service
Needs
- — Scannable services
- — Direct appointment access
- — Clear location information
- — Minimal friction
Key User Pain Points
“I don't know where to start.”
A simple consultation-first journey.
“I don't understand bespoke tailoring.”
A dedicated four-step process.
“What exactly can I customize?”
A visual personalization section.
“Do you tailor for women?”
Dedicated women's services and prominent homepage representation.
“Can I trust the quality?”
Craftsmanship storytelling, expertise indicators, detailed process, lookbook, and testimonials.
“I want to see the work first.”
Dedicated lookbook and portfolio categories.
“I just want to make an appointment.”
Persistent and repeated Book a Fitting CTA.
UX Strategy
Discover
Introduce Thornton & Co. and establish its premium positioning.
Understand
Explain services and who they are designed for.
Explore
Allow users to investigate fabrics, customization, previous work, and measurements.
Trust
Reinforce craftsmanship, expertise, process transparency, and client experiences.
Book
Move the visitor toward consultation and fitting.
Information Architecture
Home
Services
- Bespoke Suits
- Wedding & Groom
- Shirt Tailoring
- Women's Suits & Blazers
- Dresses & Formalwear
- Alterations
Our Process
- Consultation
- Measurements
- Fabric & Style
- Fitting & Delivery
Fabrics
- Fabric Collection
- Material Choices
- Personalization Options
Lookbook
- Bespoke Menswear
- Women's Tailoring
- Wedding Suits
- Women's Formalwear
- Atelier
- Women's Blazers
Measurements
- Measurement Guide
- Fitting Information
About
- Brand Story
- Tailoring Philosophy
- Tailoring Specialists
- Expertise
Contact
- Studio Details
- Opening Hours
- Contact Information
Book a Fitting
- Fitting Type
- Appointment
- Client Details
- Confirmation
User Flows
Primary User Flow — Booking a Bespoke Garment
Fast Conversion Flow
Content Architecture
- Hero
- Who are you?
- Services
- What can you make for me?
- Women's Tailoring
- Do you specialize in womenswear?
- Craft
- Why should I trust your work?
- Process
- How does this work?
- Personalization
- How much control do I have?
- Lookbook
- What does your work look like?
- Testimonial
- What was another client's experience?
- Final CTA
- How do I begin?
Visual Direction
Modern British Tailoring Meets Editorial Luxury
The visual identity was built around the language of traditional tailoring while avoiding an overly old-fashioned interface. The interface uses restrained color, strong typography, generous negative space, carefully controlled imagery, and clear hierarchy.
Color Palette
Ink
#191917
Primary text, dark sections, navigation, premium contrast
Tailor Charcoal
#2C2B28
Secondary dark surfaces, cards, hover states, dark imagery overlays
Warm Ivory
#F5F1E9
Primary background, large content sections, editorial layouts
Parchment
#DED5C8
Secondary surfaces, cards, borders, background variation
Heritage Brass
#A18763
Premium accent, small labels, dividers, selected states, detail highlights
Muted Stone
#777168
Secondary body text, metadata, supporting information
Pure White
#FFFFFF
High contrast, cards, text on dark surfaces
Typography
Aa
Cormorant Garamond
Hero headlines · Large section titles · Editorial statements · Quotes · Brand storytelling
Aa
Inter
Navigation · Buttons · Body copy · Labels · Forms · Metadata · Statistics
- Display XL
- 72–88px desktop · 48–56px tablet · 40–48px mobile
- Display L
- 56–64px desktop · 40–48px tablet · 34–40px mobile
- H1
- 48–56px
- H2
- 36–44px
- H3
- 26–32px
- Body Large
- 18–20px
- Body
- 16–18px
- Label / Eyebrow
- 12–14px, uppercase
Layout System
Desktop
- 1440px canvas
- 12-column grid
- 80px outer margins
- 24px gutters
Tablet
- 768–1024px
- 8-column grid
- 32px margins
- 20px gutters
Mobile
- 375–430px
- 4-column grid
- 20px margins
- 16px gutters
Spacing base — 8px
Image Direction
Craft
Fitting
Product
Material
Atelier
Editorial
Treatment
Ratios
- Hero
- 16:9 / 3:2
- Portrait editorial
- 4:5
- Service cards
- 3:4
- Lookbook
- 4:5 + landscape
- Detail photography
- 1:1
Component System
Iconography
Core components
States
- Primary button
- Dark background, light text — e.g. Book a Fitting
- Secondary button
- Transparent or light background, dark border/text — e.g. View Our Craft
- Text link
- Text + directional arrow — e.g. Learn More →
Minimum 44–48px touch height.
Clear hover state.
Visible keyboard focus.
Consistent corner treatment.
One primary action should dominate each section.
Homepage, Section by Section
Hero — Who are you?
The opening message immediately explains that Thornton & Co. creates bespoke suits, dresses, blazers and made-to-measure garments for both women and men. Primary CTA: Book a Fitting. Secondary CTA: View Our Craft. Additional discovery paths: For Him, For Her.
Trust Indicators — Can I trust you quickly?
20+ Years of Expertise, 4-Step Fitting Process, 5,000+ Garments Tailored, Men & Women Both Expertly Served — numerical proof that builds confidence without requiring long paragraphs.
Service Discovery — What can you make for me?
Crafted for Every Occasion & Body: For Him (Bespoke Suits, Wedding & Groom, Shirt Tailoring) and For Her (Women's Suits & Blazers, Dresses & Formalwear, Alterations), each service card showing category, name, short description and a Learn More action.
Women's Tailoring — Do you specialize in womenswear?
Women's Tailoring, Done Properly — its own substantial section rather than a footnote to menswear, covering blazers & trouser suits, evening dresses & gowns, coats & outerwear, bridal & occasion tailoring, and alterations & restyling.
Craftsmanship — Why should I trust your work?
Precision by Hand. For Every Client. — hand-finished details, 18 precise measurements, women's & men's specialists, and personal fittings, shifting the page from commercial pitch into brand storytelling.
The Process — How does this work?
From Consultation to Final Fitting, reduced to four understandable stages: Consultation, Measurements, Fabric & Style, and Fitting & Delivery.
Personalization — How much control do I have?
Thousands of Choices. One Garment, Entirely Yours. — lapel style, button selection, lining colour, collar shape, cuff detail, fit profile, monogram & initials and pocket style, backed by 200+ fabric choices.
Lookbook — What does your work look like?
Garments for Her, Garments for Him — Bespoke Menswear, Women's Tailoring, Wedding Suits, Women's Formalwear, The Atelier, and Women's Blazers, acting as both inspiration and portfolio proof.
Social Proof — What was another client's experience?
Words From Our Clients — introduced late in the journey, after services, craftsmanship, process and previous work have already been communicated, so the testimonial reinforces trust immediately before conversion.
Booking Experience — How do I begin?
Ready for a Better Fit? — the final CTA presents three ways to begin: In-Studio Fitting, Online Consultation, and Pickup & Delivery, reducing practical friction without diluting the premium positioning.
The Process
Consultation
Understand lifestyle, occasion, preferences, and intended garment.
Measurements
Take a detailed set of measurements manually.
Fabric & Style
Select materials and define styling details.
Fitting & Delivery
Refine the garment through fitting before final delivery.
Personalization
Combined with 200+ Fabric Choices, the interface communicates that every garment can be individually configured.
Lookbook
Booking Experience
In-Studio Fitting
For clients wanting the complete atelier experience.
Online Consultation
For remote or initial consultations.
Pickup & Delivery
For qualifying London customers.
Booking Flow
Responsive Design
Desktop
- Large editorial typography
- Wide image compositions
- Multi-column layouts
- Generous whitespace
Tablet
- Reduced headline size
- Adjusted margins
- 2-column cards
- Simplified compositions
Mobile
- Single-column flow
- Touch-optimized controls
- Stacked cards
- Reduced decorative complexity
- Persistent clarity around booking
Interaction Design
Slow enough to feel refined. Fast enough to remain responsive.
Accessibility
Conversion Strategy
Book a Fitting is the one dominant conversion goal throughout the website.
Conversion Paths
Direct
Service Led
Inspiration Led
Education Led
UX Writing
The content strategy avoids unnecessary tailoring terminology where it could create confusion. The copy aims to feel premium without becoming distant or overly formal.
Design Tokens
Color
Spacing
Typography
Design Validation
Key Design Decisions
One dominant conversion
Book a Fitting remains the primary action.
Women's tailoring receives dedicated visibility
Womenswear is treated as a core service category.
Education happens before conversion
Users can understand process, measurement, fabrics, and options before booking.
Luxury is expressed through restraint
Whitespace, type, composition, and photography carry the premium feeling rather than excessive decoration.
Craftsmanship is made tangible
Measurements, fabrics, customization details, specialist expertise, and process steps convert an abstract promise of quality into understandable information.
The Full Site
Challenges
Balancing luxury visuals with practical usability.
Used strong editorial typography and imagery while maintaining conventional navigation and clear CTA patterns.
Serving multiple customer segments.
Created clear service categorization and dedicated women's tailoring content.
Explaining a complex bespoke process.
Reduced the journey into four simple, sequential stages.
Communicating personalization without overwhelming visitors.
Grouped customization into understandable visual categories.
Maintaining visual consistency across a multi-page experience.
Built reusable foundations, components, layout patterns, and interaction rules.
Project Outcome
What We Delivered
UX
UI
Prototyping
Skills Demonstrated
Final Reflection
Designing Luxury Is an Exercise in Restraint
The most important lesson from Thornton & Co. was that a premium experience does not require making every element decorative.
Luxury is communicated through precision. It exists in spacing, typography, photography, hierarchy, motion, language — and the confidence to remove anything unnecessary.