Luma Streetwear needed more than a website — they needed a digital flagship that hit as hard as their drops. We migrated their entire catalog from Shopify to WordPress, rebuilt their visual identity from the ground up, and designed a lookbook-driven layout that turns every collection into a cinematic event.
The Challenge
Luma had outgrown their template-based Shopify store. Product pages felt generic, the brand voice was diluted across inconsistent social assets, and their checkout flow leaked conversions at every step. The founder wanted a platform that felt like walking into their pop-up — intentional, curated, and unmistakably Luma.
We started with a two-week brand immersion. Mood boards, type explorations, color studies pulled from their archive of unreleased designs. The result was a visual system anchored in high-contrast brutalist typography and a palette that swings between raw concrete neutrals and electric accent tones that shift with each seasonal drop.
Execution
The WordPress build centered on a custom theme with WooCommerce integration, architected for speed and editorial flexibility. Product pages double as lookbook entries — each item renders inside a full-bleed image grid that tells the story of the piece, not just its specs.
- Full brand identity system — wordmark, secondary marks, color tokens, type scale
- Custom WordPress theme with WooCommerce product templates
- Lookbook layout engine with seasonal palette-swapping via CSS custom properties
- Integrated Instagram feed pulling tagged UGC into the product detail page
- Performance audit bringing Lighthouse scores from 38 to 94
Results
Within three months of launch, Luma saw a 68% increase in average session duration and a 41% lift in conversion rate compared to their previous Shopify storefront. The integrated Instagram feed drove a measurable uptick in user-generated content, with tagged posts doubling in the first quarter.
ShenWeb didn’t just build us a website — they built us a world. Every pixel feels like it belongs to our brand.
Dara Kim, Founder — Luma Streetwear
