Women's fashionBuild AI

From a brand idea to an online store where shoppers try clothes on.

Pretty J started as a name and a feeling. We built the brand, the design system and a custom Shopify theme, then added two AI tools to the product page: AIVA product photos and VTO virtual try-on.

Client: Pretty J
Platform: Shopify
Services: Brand, design system, custom theme, AIVA, VTO
Catalogue: 236 products

Challenge

A new fashion label with no brand, no online store and supplier photos that looked like everyone else's.

What we did

Built the brand and a custom Shopify theme, then put AI photos and virtual try-on on the product page.

Result

A live online store with 236 products, 45 collections and try-on on the product page.

In brief

Pretty J is a women's fashion online store built by ABECODS on Shopify. ABECODS created the brand identity and design system, built a custom Shopify theme with shop-by-mood collections, and added two AI tools to the product page: AIVA, which turns one supplier photo into front, side and back on-model photos, and VTO, which lets shoppers try clothes on with their own photo.

A new label, starting from nothing.

Pretty J had a name, a customer in mind and a catalogue from a supplier. There was no brand, no online store, and the product photos were the same ones any other shop selling those clothes could use.

Fashion shoppers buy with their eyes and decide on the product page. So the brand had to look like itself everywhere, and every product page had to answer the question every shopper has: how will this look on me?

What had to be solved

A brand that fits a young, mobile-first fashion shopper, before any page was designed.
Supplier photos that made the catalogue look generic.
No way for a shopper to see a piece on themselves before buying.

What it needed to do

Look like one brand on the online store, on social media and on the packaging.
Let shoppers browse by mood and occasion, not only by product type.
Stay easy for the team to run from the Shopify admin.

One brand, one online store, two AI tools.

In the order we built it.

About e-commerce design and development

Build
Created the brand
Logo, colour palette, type, voice, packaging and social media guidelines, all in one brand book.
Build
Designed the system
A design system for the online store: colours, type, rounded cards and pill buttons, used on every page.
Build
Built a custom Shopify theme
Built for phones first, with shop-by-mood collections such as Date Night and Going Out next to the usual product types.
Convert
Made buying easier
A sticky add-to-cart button, a free-shipping progress bar and back-in-stock requests on sold-out sizes.
AI
Added AIVA product visuals
One flat supplier photo becomes front, side and back on-model photos and a short product video, in about five minutes per product.
AI
Added VTO virtual try-on
A Try-On button on the product page. Shoppers agree, upload a photo and see the piece on themselves, and can delete the try-on at any time.

The build

See it on the live online store.

Brand, theme and AI tools working together, on desktop and on a phone.

Brand identity and guidelines
Design system
Custom Shopify theme
AIVA product visuals
VTO virtual try-on

Visit Pretty J's online store

Pretty J live homepage on desktop, full length

Pretty J live homepage on a phone, full length

A brand built for the feed

Logo, palette, type, packaging and social guidelines, before a single page was designed.

The supplier photo of a polka dot dress, laid flat

AIVA on-model photo of the polka dot dress, front

AIVA on-model photo of the polka dot dress, side

One supplier photo, a full product set

AIVA turns a flat supplier photo into on-model front, side and back shots and a product video.

Pretty J live product page with the Virtual Try-On button

Pretty J Virtual Try-On result shown to the shopper

Try it on, on the product page

The Try-On button opens on the product page; the shopper uploads a photo and sees the result without leaving the online store.

From the Try-On button to the result.

The journey a Pretty J shopper sees, with consent first and a delete button on the result.

Consent before any upload
Try-on privacy notice
Delete a try-on at any time
Withdraw consent from the try-on window
Daily limits per shopper

Try it on Pretty J's online store

01Tap Try-On
02Agree and upload
03See it on

What is live today.

Catalogue

236Products on the online store

45Collections, by type and by mood

3On-model angles from one supplier photo

2AI tools on the product page

Counted on Pretty J's live Shopify online store. This case study shows what we built; Pretty J's sales figures are not published.

What we did not do

We did not organise a photo shoot for each product. AIVA made the on-model photos from the supplier photos Pretty J already had.

Questions people ask

What did ABECODS build for Pretty J?

The brand identity and design system, a custom Shopify theme, and two AI tools on the product page: AIVA product visuals and VTO virtual try-on.

How does the virtual try-on work?

The shopper taps Try-On on the product page, agrees to the privacy terms, uploads a photo and sees the piece on themselves without leaving the online store. They can delete the try-on or withdraw consent at any time.

Where do the product photos come from?

From the supplier's own photos. AIVA turns one flat photo into front, side and back on-model photos with the same model, backdrop and lighting across the catalogue.

Can you build the same for my fashion brand?

Yes. ABECODS builds online stores on Shopify and WooCommerce, and AIVA and VTO work on both. You can start with the whole build or add one tool to your existing online store.