Archives: Websites

Datura is a web-only womenswear label selling dresses, jumpsuits, tops, bottoms and outerwear cut from natural fabrics, aimed at buyers who want few, long-lived pieces rather than a seasonal wardrobe. Creative director Stefania Borras founded it after a Barcelona line of her own and periods at Burberry and Marithé + Francois Girbaud, and the store states the garments are handmade in New York and Spain. Prices run from a linen scrunchie at the bottom of the range to silk dupion dresses at the top. The store runs on Shopify.

Website Design

Blush ground, almost no chrome. Pages sit on a pale pink that continues into the checkout. Navigation is a left column of tiny uppercase labels, and the wordmark is set in widely letterspaced capitals above it.

Univers, condensed and small. Type is Univers with a condensed cut for the menu. Everything functional is set small, so the interface reads as caption text around the photographs.

Photography fills the grid. Collection pages run three images across with no gutters and no visible names or prices until hover. Shots are studio sets built with stone, driftwood and painted backdrops, and the grid is sequenced by colour so rust, yellow, red and blue arrive in runs.

Shopping Experience

Fabric is a browsing axis. Beside the garment categories the menu carries a Collections column listing Boiled Wool, Cashmere Wool, Loden, Alpaca, Silks, Silk Velvet, Silk Dupion, Linen and Cotton, so the material can be the entry point.

Names encode colour and cloth. Products are titled colour, then fabric, then style, as in Lapis Linen Payesa Blouse or Carmine Dupion Carmen Dress. The same cut recurs across colourways, which makes the naming the main way to tell listings apart.

Product pages describe construction. Below Add to Bag the description is a short bullet list covering seaming, finishes and adjustable ties, then the colour with a parenthetical description, the fibre content, and a line stating the city of manufacture.

One size on much of the range. Many pieces are sold as a single size noted as fitting S to M to L, with a size guide link beside the selector. Sold out items switch to a notify me form and pre-order pieces carry their own grid label.

Brand Storytelling

The story sits on one page. Our Story opens with five short declarative lines on being conscious, sustainable, transparent, web-exclusive and locally made, then gives the founder biography and the Mallorca and Barcelona background behind the label.

Press quotes make the production argument. Pulled quotes explain that capsules replace seasonal collections and that pieces are produced in small batches, which is how the slow fashion claim is evidenced rather than asserted.

Notable Features

Member Styles as a content type. A Member Styles section appears in the main menu and again as a tab in product search results, sitting alongside Similar Styles rather than in an account area.

A wishlist that works before login. Items can be saved immediately, with a note that the list is held temporarily until an account is created.

Editorials kept separate from the shop. Campaign imagery lives under its own Editorials heading rather than inside collection pages.

DATURA Shop Category page example

DATURA Product page example

DATURA Checkout page example

DATURA footer example