MARKETPLACE Launching a global fashion boutque for independant designers, labels and vintage specialists.


ASOS launched sister-site Marketplace in 2011 – a global online ecommerce platform for individual brands and boutiques. The concept is to sell new and exciting fashion from emerging talent to keen-eyed shoppers anywhere in the world.

The Brief

Early versions of the Marketplace homepage did a good job of conveying breadth of choice and diversity on the platform, but in doing so the overall design felt crowded.


Ultimately, we wanted users to feel as though they’d just stepped into an actual boutique or pop up store.

To achieve this — I met with a number of brands willing to have us photograph them in their working environments. The resulting images were used in a prominent home screen carousel.

This helped to get across a candid, fly-on-the-wall snapshot of the designers in their own environments, giving audiences a peek inside their studios or a snapshot of their craftsmanship which helped result in higher engagement with customers.

Updates and redesigns were also made to the boutique directories, category pages and print adverts.