AE
AE
TH
TH
ER®
ER®
WHY LOCALLY'S LOOKBOOK NEEDED A MAGAZINE, NOT A GRID
A boutique fashion brand doesn't need more product photos — it needs pacing. What Locally's digital lookbook borrowed from print typography to make a small brand feel like a feature story.
Author
Amara Ndiaye
Date
Read time
4 Min Read
Essay #
ESSAY #003
Locally's old site did what most small fashion brands do: a grid of product shots, a price, an add-to-cart button, repeat. Technically complete, emotionally flat. Nothing about it made you want to linger.
Print lookbooks solve this with pacing, and pacing is mostly a typography problem. A pull-quote breaks the visual rhythm of a page. A wide margin gives an image room to breathe instead of competing with the product next to it. A serif headline slows the eye down just enough to make the next photo feel like a reveal instead of another tile in a grid.
We rebuilt Locally's digital lookbook around exactly that rhythm a serif and grotesk pairing doing the pacing work that print typography has always done, full-bleed imagery given real room, and shoppable moments placed inside the story instead of pulled out into a separate catalog page.
The product didn't change. The reason to slow down and actually look at it did.
Locally's old site did what most small fashion brands do: a grid of product shots, a price, an add-to-cart button, repeat. Technically complete, emotionally flat. Nothing about it made you want to linger.
Print lookbooks solve this with pacing, and pacing is mostly a typography problem. A pull-quote breaks the visual rhythm of a page. A wide margin gives an image room to breathe instead of competing with the product next to it. A serif headline slows the eye down just enough to make the next photo feel like a reveal instead of another tile in a grid.
We rebuilt Locally's digital lookbook around exactly that rhythm a serif and grotesk pairing doing the pacing work that print typography has always done, full-bleed imagery given real room, and shoppable moments placed inside the story instead of pulled out into a separate catalog page.
The product didn't change. The reason to slow down and actually look at it did.
