Subculture in Runway: Redefining Custom Leather in High Fashion

Overview

Red Raven Leather is a Montreal-based brand specializing in innovative leatherwear. The brand seeks to challenge traditional norms while empowering marginalized identities. Now aspiring to elevate its reach, Red Raven Leather is working toward becoming a leading name in the high-fashion industry, blending bold self-expression with luxury craftsmanship.

ROLE:

Web Designer

Tools Used:

Figma, Shopify, Canva, Photoshop

red raven leather

How does a local Montreal fashion brand elevate its reach to a high fashion e-commerce brand while challenging traditional gender norms & empowering marginalized communities?

Marigold by Marilyne Baril

Marigold by Marilyne Baril delivers a clear value proposition through a simple & clean design. The brand’s online store emphasizes high-quality garments alongside local and ethical production, reinforcing the brand’s identity as a socially responsible, Montreal-based fashion label.

At the top of the homepage, the website immediately highlights the brand’s core values through a featured carousel. It emphasizes local production by showcasing that all products are made in Montreal, defines its target audience by presenting collections labeled for women, and reinforces its value proposition with promotional deals. This carousel efficiently communicates the brand’s style, promotions, and audience in a visually engaging way.

Just below the carousel, a banner further reinforces the brand’s key message: a commitment to producing locally made, high-quality garments. As users scroll further down, they encounter a call to action to explore the shop, followed by a video biography of the designer. This storytelling approach builds an emotional connection with users by spotlighting the creative vision behind the brand.

Marie-Gold’s website demonstrates the importance of clearly communicating brand values and identity through design. For Red Raven Leather, incorporating a similar approach—such as featuring locally made craftsmanship and gender-inclusive fashion prominently—can help strengthen the brand’s connection with its target audience. Additionally, using a carousel or hero section to highlight key product lines, collaborations, or value propositions would ensure that users quickly understand the brand’s core message.

competitor analysis

rick owens

Rick Owens delivers a bold and avant-garde value proposition through a distinct aesthetic and uncompromising vision. Red Raven Leather channels a similar ethos by embracing individuality, gender fluidity, and self-expression through bold designs. Like Rick Owens, Red Raven Leather seeks to challenge traditional norms, offering pieces that are more than just garments — they are statements of identity and rebellion.

At the top of the homepage, Rick Owen’s website immediately starts on a fullscreen video with a link to the shop sale category over the video. This immediately communicates the brand’s bold strong visual appeal while creating a path directly to the shop.

Just below the fullscreen banner, the menu was moved to the left side of the screen. It contains years of content from his different interviews, a vast array of fashion shows & collections, as well as direct links to interviews & showcases. Furthermore, a 2x4 video collage of different categories of the site’s shop with overlay links is featured. The content of the website extends on the fullscreen & immersive experience of the website.

If the entirety of the website links to the shop, how was it designed? How does Rick Owens's online shop turn visitors into clients? Unlike the rest of the website, the shop uses simple colors & contrast. It offers a traditional & intuitive shopping experience. With no overly bold colors, a simple presentation of each garment, it is easy to navigate, explore & buy their products on this page.

The Rick Owens website illustrates how a high-fashion label can successfully balance artistic identity with functionality by creating an engaging experience that still prioritizes ease of shopping.

For Red Raven Leather, adopting a similar approach can elevate its online presence by focusing on strong visual storytelling and intuitive navigation.

the design

Immersive experience

At the forefront of the Red Raven Leather website is an immersive hero banner that sets the tone for the brand’s bold and avant-garde identity.

This approach mirrors the introduction of Rick Owens’ fullscreen video, immediately immersing users in the brand's aesthetic while establishing a strong visual narrative.

This communicates the brand’s core values of individuality, gender fluidity, and rebellion. the hero banner ensures that the visual storytelling is immediately actionable, encouraging users to explore and engage with the brand.

Brand Values

Beneath the hero banner, the website transitions into a section that highlights Red Raven Leather's core values and its commitment to local, ethical production.

Drawing inspiration from Marigold by Marilyne Baril, this section emphasizes the brand’s socially responsible practices and dedication to high-quality craftsmanship.

Clear, concise messaging is paired with visually striking product categories, creating an intuitive and engaging pathway for users to explore the shop.

Featured Products

The balance of storytelling and functionality ensures that the brand’s narrative remains front and center while driving users toward its product offerings.

the website features a dedicated section showcasing Red Raven’s signature leatherwear to highlight the brand's unique craftsmanship with High-quality images of a model wearing the brand’s bold designs similar to rick owens’s artistic vision.

By focusing on clean, minimalist navigation and captivating visuals, this section embodies the balance between artistic identity and functionality, ensuring users have an intuitive shopping experience. This approach reinforces Red Raven Leather’s status as a high-fashion e-commerce brand, blending luxury craftsmanship with empowering design.