Luly Yang

When Creativity Finds Structure

Shopify

Luly Yang is a designer-led fashion brand from Seattle, known for couture gowns, red-carpet looks, and refined ready-to-wear. The label pairs meticulous craft with a bold, feminine point of view—inviting a loyal community to live, celebrate, and express themselves through beautifully made pieces.

Open Website

Challenge

Gorgeous images, powerful story… and a maze. Wedding, Red Carpet, Ready to Wear and Lifestyle lived on the same shelf. Mobile felt heavy. Important actions hid in plain sight. It didn’t feel like stepping into Luly’s studio — it felt like searching for it. The old site had the beauty, but not the order. Collections blurred into each other, the path to purchase felt fuzzy, and the brand’s voice was whispering when it should have been singing.

Industry

Fashion

D2C

Lifestyle

Services

UX/UI Design

Shopify

Development

What We Did?

Four clear collections. Clean paths. Storytelling where it matters. Commerce when you want it.

Four worlds = One store

We rebuilt the shop around clear intent: four worlds—Wedding Couture, Red Carpet, Ready to Wear, and Lifestyle—each with its own journey. Couture prioritises atelier storytelling and consultation; Red Carpet is editorial and cinematic; RTW reads like a magazine for effortless discovery; Lifestyle quietly extends the wardrobe. Navigation anchors to these pillars with clean facets. Every product has one true home, filters do the rest—less friction, stronger SEO, simpler merchandising, and a faster path from inspiration to purchase.

Content + commerce (and why it works)

We built a shoppable story. Editorial sets intent; PDPs seal it with How to wear it—complete-the-look pairings, occasion cues, subtle cross-sell. Community closes the loop: real clients, real events, on-site UGC uploads turn inspiration into proof. Result: faster decisions, higher confidence, and conversion without losing the brand’s voice.

PDP, but personal

Each product page feels like a mini styling session. Big, cinematic imagery sits beside crisp essentials—fabric, fit, care—while “How it wears” shows movement, not just stills. A smart size/fit guide adapts by silhouette; delivery, returns and availability are transparent and close at hand. “Wear it with” builds the look without hard sell; UGC and event shots prove it in the real world. Couture routes to enquiry/appointment; RTW stays laser-focused on add-to-bag.

Luly Yang Website by Fourmeta – eCommerce Awards 2025 (London, UK)

We are happy to share that Fourmeta's innovative work on the Luly Yang website has been honored with a prestigious industry award!

Our team at Fourmeta takes pride in creating digital experiences that not only captivate but also deliver results, and this recognition reflects our commitment to excellence.

Awarded for

The Best New Website Launch

The judges said

Huge love to Luly and her team for the trust, collaboration and relentless eye for detail. You brought the spark; we built the stage.

The Results

A cleaner journey turned curiosity into action. Visitors stayed longer, explored more products, and moved from browse to bag with less friction—especially on mobile. The How to wear it module lifted basket value by pairing pieces that belong together, and on-site UGC switched admirers into participants, sending traffic back from social. Behind the scenes, the team ships content faster with simpler merchandising and fewer errors. Performance, SEO clarity, and accessibility all improved—so the experience is not just prettier; it’s easier to find, quicker to use, and truer to Luly’s brand.

Happy customers, our biggest award!

As expected from the team, the project was completed on time and we launched the website earlier than expected. Our main goal was to improve the user interface and features of our web portal. The brand personality, look and feel of the brand were well expressed through various web portal strategies and applications, marketing ad campaigns and SEO content, resulting in a 270% increase in website traffic and a 2% increase in conversation rate.

Vincent Moine

Director, Beauty Company

What struck us most about Fourmeta was their unwavering commitment to meeting challenging deadlines and seamlessly aligning with our brand identity guidelines. They demonstrated a unique combination of creativity and technical expertise, which translated into exceptional web development and design solutions. Their dedication to innovative projects, like the Smarthost Interactive Map Platform, highlights their forward-thinking approach.

Aza Rahmanov

CEO & Co-Founder, Smarthost

What impresses us most about Fourmeta is their innovative approach to technology. They were among the pioneers in using Shopify's Hydrogen, aligning with our goal of delivering a unique and cutting-edge digital experience. The workflow between our teams was highly effective. Fourmeta Agency understood our vision and executed it flawlessly. They were receptive to our ideas and ensured they were brought to life on the website. The delivery is usually on time, and if it is not, there is always great communication about it.

Oscar Modigliani

Marketing Director, Dan John