Amanda Wakeley has been leading the British fashion pack for nearly 25 years and with the opening of her new flagship Mayfair store this year, it was time to give her online home a new look too. Amanda Wakeley’s aesthetic ethos is defined as ‘clean glam’, meaning clean lines, impeccable tailoring and effortless, sexy glamour. E-commerce specialists Diligent were determined to recreate the look and feel of ‘clean glam’ across every area of

Diligent co-founder Essie Eslami comments: “Understatement and elegance are at the heart of Amanda Wakeley’s brand which is why the design of the website is very much about clean lines, white space, artful photography and minimal text. Too many fashion websites inadvertently give visitors sensory overload by dazzling them with busy visuals and too much content in one place”. Wakeley’s site has the opposite effect, easing visitors in gently via a well ordered, easy to use navigation system, letting the visitor discover layers of content for themselves.

Amanda Wakeley is best known for her evening wear and cocktail dresses, worn by A-listers and royalty from Beyoncé and Angelina Jolie to HRH the Duchess of Cambridge. However, Diligent were keen to showcase a more rounded picture of the brand, reflecting Amanda Wakeley’s expansion into daywear, knitwear, accessories, fine jewellery and sportswear. Part of the solution are the Experience and Blog sections of the site. Here, visitors can explore dozens of different capsule wardrobes, whether you’re looking for inspiration for a work lunch, Sunday brunch or even the school run. The blog is key to reinforcing Amanda Wakeley’s brand personality and values, with content ranging from behind-the-scenes snaps at London Fashion Week, videos, luxury hotel recommendations, competitions, gift ideas and articles on the latest celebrities to be seen wearing Amanda Wakeley designs. Uniquely, Diligent also opted to run scrolling images direct from Wakeley’s Instagram feed at the bottom of nearly every page on the site, giving it a delightful personal touch. The end result of these additions is that visitors feel like they are privy to exclusive content, invited into the world of Amanda Wakeley, in much the same way the experience at her Albemarle Street store feels like spending time in someone’s home.

The site is responsive on any device and satisfyingly scrollable, making all that extra content even easier to enjoy and encouraging visitors to spend longer browsing, and ultimately, buying. Diligent turned around the project in double quick time and continue to provide ongoing support, to make sure looks it best and performs optimally at all times.

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