FashionPass · Case study
Turning a rental wardrobe into a subscription anyone can browse.
A clothing-rental subscription platform pairing an editorial browsing experience with size-aware availability across a large, rotating designer catalogue.
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The context
Project overview
FashionPass is a clothing rental subscription service that lets members borrow designer pieces for a flat monthly fee rather than buying them outright. The website has to do the job of both a fashion editorial and a large product catalogue: sell the idea of a rotating wardrobe while still letting a member find a specific size in a specific piece. Our design and development work brings those two roles into one storefront.
Project purpose
Help a visitor move from a first impression of the subscription model to an active member with a personalised, size-available closet, without the catalogue's depth undermining the initial editorial appeal.
Business needs addressed
- Present the subscription model clearly enough for a first-time visitor to commit to a plan.
- Support size- and availability-aware browsing across a constantly rotating rental inventory.
- Give returning members curated, occasion-led ways into the catalogue alongside open browsing.
The design challenge
What the experience needed to solve.
A rental wardrobe is judged on two different things at once: how good the styling looks, and whether the exact size a member needs is available to rent right now. A catalogue built only for availability reads like a spreadsheet; one built only for styling hides whether a piece can actually be rented. The challenge was to keep editorial photography load-bearing while layering in real per-size, per-item availability.
Our solution
Design and development, together.
We treated the homepage as a styled entry point and the catalogue as a separate, filterable tool, connecting the two through curated collections rather than a single blended feed. Product cards carry retail value alongside the membership price so the saving is explicit on every item, and size runs surface directly on the card rather than behind an extra click. Occasion-based collections reuse the same catalogue and card components so new merchandising moments don't require new templates.
Inside the website
Features with a purpose.
Subscription-first homepage
A styled hero and a 'Member Favorites' rail introduce the items-per-month membership model before a visitor reaches the full catalogue.
Size- and availability-aware catalogue
Clothing pages expose live filters and an 'Available Now' toggle, with size runs and retail-versus-rent pricing shown on every card.
Curated occasion collections
Seasonal and occasion edits reuse the catalogue's product cards inside a themed, carousel-led layout for ongoing merchandising.
Guided signup flow
A stepped join flow — create profile, plan details, join the club, start renting — carries a new visitor from email capture to an active membership.
User experience
A journey built around the audience.
Editorial imagery carries the homepage, while the catalogue swaps to a denser, comparison-friendly layout once a visitor is actively choosing pieces. Retail and rental prices sit side by side on every card, so the value of the subscription stays visible during browsing rather than only at checkout.
Across screen sizes
A considered mobile experience.
The desktop's multi-column catalogue collapses to a single scrolling column, with filters and the availability toggle moved into a compact control so browsing by size doesn't require horizontal scrolling. The hero and signup flow keep their step indicators legible at phone width.
The delivered result
Project outcome
FashionPass has a storefront that carries its subscription pitch and its rental catalogue in one experience. Visitors can move from the styled homepage into size-aware browsing, curated seasonal edits or the signup flow without the catalogue's depth working against the initial editorial impression.
Explore the project
Project visuals show the client’s website and published imagery. Product claims and customer feedback on those websites belong to the respective businesses.