Parisian Haute-couture Embroidery Goes Online

LONDON, July 26, 2011 -

- A New Business Model Where Bespoke Contemporary
Art is Applied to Your Own Denim Solves
One of Fashion eCommerce‘s
Long Standing Frustrations

The first buds of Spring were just appearing in March when
Parisian bespoke haute-couture embroidery couturier href="www.preciously.fr/">Preciously turned to href="www.napkinlondon.com/">top London agency Napkin
London to design a website that would embrace its innovative
business model and communicate the luxury with a touch of fun it
needs to project itself to its worldwide Ultra High Net Worth
clientele.

     (Photo:  href="www.newscom.com/cgi-bin/prnh/20110726/469146">www.newscom.com/cgi-bin/prnh/20110726/469146 )

Preciously’s innovative business model of doing the embroidery work
on the client’s own favourite denim gives the brand a distinct
advantage in making the whole experience of commissioning a piece
stress-free and fun, it also solves the problem that many people
have of worrying whether the item will fit when it arrives.

“A great deal of thought has been given to
the ergonomics of the site to make sure that the client on the
other side of the screen was not sacrificed on the altar of graphic
design as is often the case with luxury
websites,”says Napkin
London‘s href="www.napkinlondon.com/index.php/Main/biospage">Fabrice
Paget.

www.preciously.fr
offers clients the ability to pay by credit card but that element
has been adapted for the particular process of commissioning a
one-off and put in its right place as the last and inconspicuous
step it should be

“You wouldn‘t
start designing a physical store around the cash register so why
would I start designing a website with the shopping
basket?“says Paget.

The website, conceived with ergonomics and design equally in
mind, presents a collection of stunning href="www.preciously.fr/index.php/Preciously/ProductPage/1">limited
editions of jeans (and beach shorts) and select examples of
private commissions (called One Off on the site) using href="www.preciously.fr/index.php/Preciously/CrazyDetailsRock">
hyper-detailed photography that Napkin London art-directed and
shot in studio and on location in Paris.

Full-page images with smart alignment, zooms that activate
automatically,  captions that morphs into information that is
displayed when needed and an obsessive attention to typography make
the website equally beautiful and functional.

“It‘s been a
real treasure to find an agency that just ‘gets
it,’“says Preciously founder Carole
Tessier. “Also, they have been so
flexible and so incredibly reactive that the project was not only
smooth, but fast and fun.“

For more information or to arrange an interview with Fabrice Paget, contact Henrietta McEwen on +44-7590-047493 or henrietta at napkinlondon.com