Brume
From €500
Case study · Fashion shop
Brume
Everyday clothes, without the noise
Quiet luxury: editorial desire + a cart that converts.
Scroll the story · then the live pages ↓
- Cart
- Direct shop entry
- Returns
- cm size guide
- Trust
- Stock visible before checkout
01 · Problem
Flat catalogue = abandoned cart
Without lookbook or size guide, quiet luxury dies in returns and hesitation.
02 · Approach
Direct shop entry, visible stock
Lookbook → PDP → cm guide → sticky bag. Desire then minimal friction.
03 · Stack
Next.js storefront, local cart state
Next.js, TypeScript, Tailwind, client-side cart. Vercel noindex demo.
04 · Outcome
Fewer size returns, more add-to-bags
Size stock before checkout, cm guide, single shop tunnel.
Takeaways
- →The lookbook sells before the product grid.
- →Visible stock = checkout trust.
- →A cm size guide cuts returns.
€1,290Offer €500
Technical sheet
- Technologies
- Next.js
- TypeScript
- React
- Tailwind CSS
- Libraries & tools
- next/image
- panier client-side
- Deployment
Vercel — subdomain demo, noindex, global CDN
- Role
Technical design · UI · fullstack development · baseline SEO
- Context
Demo ecommerce — lookbook, PDP, cart, fictional checkout
06 · Inside the product
Each chapter = one page. Zoom in → zones → zoom out → next page.
Page chapter · 01 / 04
Home page
We start on the home — the converting storefront
First impression: brand, promise, visual proof and CTA. If this page fails, the rest of the site almost never saves the lead.
Job of this page: Clear intent from entry — the visitor knows what to do next.
Scroll down · zoom into 6 zones
Collection · summer 2026
Clothes for quiet days.
French label · small runs · ship mainland France.
Enter the shopFrench fashion · Paris 11
Brume — French everyday fashion: merino, oxford, twill, shipped from Paris.
Brume is a fictional fashion demo by Ilyesse Hamcherif (60 rue François Ier, 75008 Paris). Short run of everyday pieces — merino sweater, cotton oxford, stretch twill, light jacket, tote and wool beanie — with stock by size, prices incl. VAT, Colissimo France and 30-day exchanges.
- · From €38
- · Stock by size
- · Free ship from €150
- · SAV Mon–Fri 10–18
60 rue François Ier · 75008 Paris
01 89 70 22 14 · contact@ilyessehamcherif.com
Summer 2026 lookbook
Featured pieces from the current drop — click through for fabric, colours and size stock.
Full collection — six everyday pieces
Every product page lists fabric origin, colours, care and remaining units per size.
Merino Sweater
128 € TTC
Straight-cut merino sweater for everyday wear. Fine 18.5 µ wool, 280 g/m², crew neck and firm ribs. Cold wash. Sizes S–XL with live stock. Ships from Paris 11.
Oxford Shirt
98 € TTC
Combed 140/2 cotton oxford shirt, cut in Portugal. Button-down collar, single cuff, straight hem — office or weekend. Three colours, sizes S–XL.
Twill Trousers
118 € TTC
260 g stretch cotton twill trousers, straight cut with integrated belt and back pocket. Length ready for a tailor hem. Sizes S–XL.
Light Jacket
168 € TTC
Mid-season light jacket in matte 70D nylon with cupro lining. Cropped cut, YKK zip, inner pocket. Works over merino or oxford.
Cotton Tote
42 € TTC
12 oz cotton canvas tote, reinforced straps, A4+ with zipped inner pocket. Everyday bag, deep stock, two colours.
Wool Beanie
38 € TTC
100% worsted wool beanie, 5 gg knit, double cuff, one-size adjustable. Three colours including signature Mist.
Stock by size
S, M, L, XL with remaining units on every product page — no fake “in stock”.
Quiet shipping
Colissimo France 48–72h · 5,90 € · free from 150 €.
30-day exchange
Unworn with tags · prepaid label in the parcel · one free size exchange.
What customers say about Brume
“Sweater fits — simple checkout, M stock shown.”
Inès · Paris 11 · 2 Jul 2026
“Portugal oxford is great. Colissimo in 2 days, quiet packaging.”
Thomas · Lyon · 18 Jun 2026
“Twill a bit long — hem fine. Clear size guide.”
Maya · Bordeaux · 5 Jun 2026
FAQ — French fashion shop & shipping
- Shipping times in France?
- Mainland Colissimo: 48–72 business hours after dispatch. Ships within 24–48 business hours from Paris 11. Free shipping from €150 incl. VAT.
- How do I choose my Brume size?
- The size guide (chest, waist, hips in cm) is on the Sizes page. Between sizes, take the larger — cuts run true. Exchange within 30 days.
- Can I exchange a size?
- Yes within 30 days, unworn with tags. One free exchange; return label in the parcel. Simple return refunded minus original shipping (demo).
- Is VAT included?
- Yes, French 20% VAT included. Cart shows subtotal, shipping, VAT share and total incl. tax.
- Where are Brume clothes made?
- Small runs: cotton oxford in Portugal, merino and twill with EU partner workshops. Origin is on each product page.
- Is stock real?
- Yes. Each page shows remaining units per size (S, M, L, XL). No fake generic “in stock”.
Demo portfolio site — nothing charged. Browse the shop or contact support.
Zoom in
Scroll once to enter this page’s tour
Then each scroll spotlights one zone. At the end you zoom out before the next page.
Scroll · zoom in
Chapter done · zoom out
Keep scrolling for the next page.
Page chapter · 02 / 04
Shop page
Page change: the shop
We leave the hero atmosphere for the catalogue. Here desire becomes product choice.
Job of this page: Shopable path — more cart adds, less “pretty but…” bounce.
Scroll down · zoom into 1 zones
Shop — Brume collection
6 everyday pieces from Paris 11: merino, oxford, twill and light outerwear. Stock by size, prices incl. 20% VAT, Colissimo France.
Merino Sweater
128 €
18.5 µ merino wool · 280 g/m²
Crew neck · rib finishes · cold wash
15 in stock
Oxford Shirt
98 €
140/2 cotton oxford · Portugal
Button-down collar · single cuff · straight hem
19 in stock
Twill Trousers
118 €
260 g stretch cotton twill
Straight cut · integrated belt · back pocket
17 in stock
Light Jacket
168 €
Matte 70D nylon · cupro lining
Cropped cut · YKK zip · inner pocket
10 in stock
Cotton Tote
42 €
12 oz cotton canvas · reinforced strap
A4+ format · zipped inner pocket
48 in stock
Wool Beanie
38 €
100% worsted wool · 5 gg knit
Double cuff · one-size adjustable
32 in stock
Shipping 5,90 € · free from 150 €
Zoom in
Scroll once to enter this page’s tour
Then each scroll spotlights one zone. At the end you zoom out before the next page.
Scroll · zoom in
Chapter done · zoom out
Keep scrolling for the next page.
Page chapter · 03 / 04
Sizes / rates page
Page change: size guide & prices
Size / price objections block the cart. A clear page cuts returns and hesitation.
Job of this page: Fewer post-purchase frictions — calmer average order value.
Scroll down · zoom into 1 zones
Zoom in
Scroll once to enter this page’s tour
Then each scroll spotlights one zone. At the end you zoom out before the next page.
Scroll · zoom in
Chapter done · zoom out
Keep scrolling for the next page.
Page chapter · 04 / 04
Cart page
Page change: the cart
Last step before payment / contact. Clear totals and options avoid abandonment at the edge.
Job of this page: Higher checkout rate — minimal friction at the end of the tunnel.
Scroll down · zoom into 1 zones
Zoom in
Scroll once to enter this page’s tour
Then each scroll spotlights one zone. At the end you zoom out before the next page.
Scroll · zoom in
Tour complete
Now open the live site and click freely.
07 · Brume
See the project and try it
The showcase runs like a real client site: pages, forms, cart when relevant. You can also ask for a turnkey purchase.