Project overview

The client of this project is a cross-border clothing merchant that specializes in denim women’s clothing. Its products cover jeans, denim skirts, denim jackets and other categories. As the styles of SHEIN stores continue to increase, customers hope to enhance the overall texture of the store through a more unified and youthful visual design, and at the same time highlight the design selling points of different products such as styles, embroidery, beading, and special waist shapes. Therefore, the customer came to us and hoped that we would design a complete set of denim and women’s clothing promotional posters for the store based on the display characteristics of the SHEIN platform, including new products, hot sales, series promotion and single product display. We need to establish a more recognizable and attractive store visual system through model outfits, life scenes, product close-ups and fashion collage layout on the basis of maintaining the authentic details of the products.

Project Challenges

The core challenge of this project is to simultaneously solve the problems of visual unity, product differentiation and rapid communication of selling points in the SHEIN women’s clothing store. Jeans, skirts and denim jackets are relatively close in color. If the layout is too uniform, it is easy to create a sense of repetition; but if the styles are too different, it will weaken the integrity of the store. In the early stage of design, we first sorted out all product styles, layouts and decorative details, focusing on extracting selling points such as embroidery, beadwork, special waist shapes, slits, etc. At the same time, we analyzed the youthful visual trend preferred by SHEIN women’s clothing users, and planned the combination of model outfits, life scenes, product tiles and close-ups of details, and finally established a unified but not templated visual system for a series of posters.

The first picture: Use street scenes to strengthen the youthful attitude of jeans

The first poster features light blue baggy jeans as the core product. We chose parking lots, cars and city streets as the main environments, hoping to establish the youthfulness and leisure attributes of the product through street-oriented life scenes.

On the left side of the screen, the back of the model is arranged, allowing users to directly see the overall outline of the jeans and the red embroidery design on the back pocket. A product display of both the front and back sides is added in the middle, allowing users to understand the front and back structure in one picture. On the right side, another set of model movements is used to further express the looseness of the pants, the state of the trouser legs, and the drape when actually worn.

In terms of visual language, we added torn paper edges, handwritten lines and red strokes to give the picture a distinct sense of fashion magazine collage. The red element also echoes the red pattern on the back pocket of the jeans, forming a more complete color relationship.

This design not only displays the product, but also conveys a relaxed, direct and personalized Denim Mood, allowing consumers to quickly understand that these jeans are more suitable for street, casual and daily wear.

The second picture: Use the cafe atmosphere to express the sense of life in a long denim skirt

The second poster features a light blue denim skirt. Different from the first street-oriented visual, we adjusted the environment to an everyday scene with elements of cafes and urban architecture, hoping to highlight the softer, more relaxed side of this product.

On the left side, coffee cups, tables and chairs, and handwritten English are used to create a Lifestyle atmosphere. In the middle, a model is arranged to fully display the length, waist and hemline of the denim skirt. We paired the model with a white cropped top and casual shoes, reducing the cost of understanding the matching through simple outfits, allowing users to see at a glance how the product is actually worn.

The right half adopts an Editorial product editing page format, displaying the denim skirt independently, and emphasizing the button and slit design through two polaroid-like partial photos.

We put special emphasis on “detailed explanation” in this one. If only the model is shown, users may ignore the structural features of the skirt, so we took the initiative to enlarge the important details and make “Button Detail” and “Side Slit Design” part of the visual information.

The overall combination of off-white, light gray and denim blue also makes the picture gentler than the first picture, suitable for expressing the balance between daily life, elegance and leisure.

The third picture: Highlight the design of jeans through asymmetrical structure

The third product itself has an obvious asymmetrical waist structure, so our design focus also revolves around “personality”.

On the left, a street photography model is used to show the complete wearing effect, so that consumers can first see the proportions of the upper and lower back of these pants. In the middle, a large area of ​​off-white torn paper is used to carry the main title and product tiles, and the visual attitude is strengthened through the larger “Denim Attitude” handwritten font.

The product pictures are not placed alone on a plain white background, but are embedded in a collage-style background, allowing the product to naturally blend into the entire visual set. The two detailed photos next to it focus on the special waistband and denim structure, allowing users to quickly spot the difference between these pants and ordinary basic jeans.

Arranging the model’s outfits again on the right side is equivalent to establishing a visual path through the sequence of “wearing effect – product structure – detailed close-up – wearing again”.

This kind of arrangement is more suitable for the SHEIN platform, because when users browse a large number of similar jeans, they need a distinctive enough detail to create memories, and the asymmetric waistband is the most important identification point of this product.

Picture 4: Use red hearts to create a stronger youthful mood

The fourth poster has a more distinctly girly and fun feel to the entire series.

The surface of the jeans is dotted with solid red hearts and wireframe hearts, so instead of just using these patterns as ordinary product details, we took the initiative to make red the visual auxiliary color of the entire poster.

The models are dressed on the left and right sides of the picture, and the complete product is displayed in the middle. At the same time, torn paper, hand-drawn hearts, arrows, and detailed pictures in the form of Polaroids are used to build a visual hierarchy.

One detailed image highlights the denim fabric and waistband, while the other enlarges the heart pattern to allow consumers to clearly understand the core decorative features of the product.

The title area uses a black serif font and a red handwritten font, creating a clear contrast between the two fonts. Black conveys a sense of fashion and maturity, while red adds youthfulness, relaxation and emotional expression.

We hope that what this picture conveys is not the traditional “basic jeans”, but a single item that can express one’s personality. Therefore, “Denim Mood” itself is more like a dressing attitude than a simple product title.

Picture 5: Three denim jackets each have independent selling points

The fifth poster shows three different styles of denim jackets, so the design logic changes from “single product focused display” to “series classified display”.

We divided the picture into three main model areas, but instead of using a completely regular grid, we separated them naturally through the edges of torn paper, so that the entire series still maintains the collage vision of the previous posters.

The first coat incorporated pearls and beadwork, so we set up “Pearl Beaded” as a separate information module to allow users to focus directly on the decorative details.

The second model features a high collar and a special placket structure, and we highlight its structural changes through the “Gate Opening” area.

The third model has a large sunflower pattern on the back, so the model is displayed from a back angle, allowing the main selling point to face consumers directly.

The most important thing about this image is to avoid the three coats from looking like a generic product list. Instead of just laying out three model photos, we gave different visual labels to different products so that each coat has its own story.

This method is particularly suitable for SHEIN store homepage or category page, because it can help users quickly complete the preliminary screening while enhancing the richness of the store’s overall denim series.

Picture 6: Combining three different denim styles into a series of promotion pages

The sixth poster assumes a more obvious “collection promotion” function.

The images show beaded denim jackets, basic wide-leg jeans and embroidered jeans respectively. Therefore, we did not force all products to use the same scene when designing. Instead, we used unified tear paper, polaroids, handwritten fonts and denim blue tones to create a series connection among them.

On the left, a coat model is used with a close-up of a beaded pocket. Consumers can not only see the matching effect, but also observe the beaded details.

In the middle, the leg wearing picture focuses on the style of wide-leg jeans, and details of the denim fabric are added to make the vision more complete.

On the right side, a cafe-style outdoor scene is chosen to display floral embroidered jeans, enhancing the relaxed and feminine atmosphere.

A relatively complete title and “SHOP NOW” button visual are added to the far right, making the entire picture closer to the official promotion banner in the SHEIN store.

This poster can not only serve as a product recommendation function, but also serve as an entrance to the denim series, guiding users to continue browsing more styles.

Picture 7: Use new product themes to improve the overall appeal of multiple products

The last poster takes “NEW ARRIVALS” as its core, emphasizing the collection of new products rather than a single product.

Using four different sets of models and product combinations, we show from left to right embroidered wide-leg pants, sherpa denim jacket, beaded jeans and basic baggy jeans.

In order to avoid visual confusion caused by four groups of products appearing at the same time, we reserved the middle area for the main title to give the picture a clear sense of breathing. The large serif font serves as the visual center, and the surrounding products form a natural surround.

The product on the left uses trouser leg embroidery to add visual highlights, the jacket in the middle highlights the material and silhouette through a larger frame, and the two jeans on the right show different wear possibilities through different shoes and tops.

The main task of this piece is to tell consumers that a new batch of denim products has arrived in the store, and each one has a different style. Therefore, we reduce the complexity of product parameter descriptions and focus on “new product feel, richness of choices and imagination of outfits”.