DFYNE HOMEPAGE

What the page has to carry

The homepage is never showing one thing. The version in these screenshots is running three campaigns at once: Dynamic, the Anisia collaboration, and the 5th Birthday collection. Each gets a full-bleed hero with its own artwork and its own two calls to action, and a product rail underneath it with its own heading, its own colourways and its own link through to the collection.

That is seven blocks of page. Built one at a time they are seven things to maintain, and every future drop is an eighth. Built once they are two things used repeatedly — which is what they are.

What I did

Two sections do the work.

A hero takes a piece of artwork, the headline set over it, and up to two buttons pointing wherever that campaign needs them to. A product section takes an eyebrow line, a title, a row of colourway thumbnails, a link through to the full collection, and the rail of products underneath. This page uses the hero three times and the product section four, and there is nothing about Anisia, or Dynamic, or a birthday, written into either of them.

The rail reads from a collection rather than a hand-picked list, which puts the decision where it already lives: merchandising a drop is a merchandising job, and the homepage follows it. The badges on the cards — New, Limited Edition, Oversized, Sold Out — come from the product rather than being typed into the section, so a size selling out mid-drop updates the page without anyone touching it.

The same sections carry to mobile, where the rails scroll sideways and the navigation collapses into a drawer that swaps its whole tree, promo tiles included, between womenswear and menswear.

The newsletter at the foot of the page is Klaviyo, and that integration is mine too — the DNS records that let it send as DFYNE, and the mailer itself.