Mademoiselle is a self-propelled new business initiative for the Chico’s fashion group in Fort Meyers, FL, USA. Targeting the young female millennium that is highly appreciative of quality, design and appearance, Mademoiselle specialises in exclusive designer scarves and shawls. (Mademoiselle® is a newly proposed subsidiary of Chico’s™, the USA specialty fashion retailer of private branded, sophisticated clothing and complementary accessories.) Joost created an online brand experience to perfectly complement the real-world experience of Mademoiselle. We achieved this not only through careful consideration of the company’s ambitions, purpose and values – but by gaining an intimate understanding of what Mademoiselle’s young professional clientele were actually looking for.
The softly sensuous motion of the Mademoiselle logo is made for the screen. It reflects, of course, the swirling elegance of the scarves and shawls. At the same time, the online experience (below) is everything fashion should be – contemporary and intriguing. An almost tactile sliding device allows women to explore their fascination with Mademoiselle’s design and quality until they are confident to make their special purchase. Shawl designs by Francisco Lopez