Soboye Boutique
SOBOYE is a fashion and lifestyle boutique founded by Samson Soboye, a renowned British-Nigerian designer, stylist, and educator with over two decades in the creative industry. Established in 2002 in Shoreditch, the boutique has become a destination for luxurious African inspired fashion, accessories, and homeware—celebrated globally in Elle, Vogue, on BET and BBC.
The Squarespace site needed to reflect SOBOYE’s Afro‑lux aesthetic, highlight the founder’s prestige, support bespoke and ready‑to‑wear e‑commerce, and connect with a discerning, multicultural clientele.
Client
Soboye Boutique
Service Provided
Squarespace Web Design
The Goal:
Translating an opulent, tactile in‑store experience into a digital showcase without losing authenticity or depth. Blending e‑commerce functionality (shopping, bespoke orders) with editorial storytelling and designer pedigree. Maintaining a design flow that’s sleek and minimalist, yet colorful and culturally grounded, mirroring the boutique's aesthetic. Ensuring brand messaging resonates globally with a multicultural, design-savvy base
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The Challenge:
Striking Visual Identity: The site’s Afro‑inspired palette and sleek layout echo the tactile quality of Soboye's garments and interiors. Elevated Brand Authority: Prominent storytelling on Samson Soboye’s background and creative philosophy reinforces trust and prestige. Seamless E‑Commerce: Users can browse, shop, or request bespoke items directly mirroring in-store service online. Cultural Connection: Editorial features like Afro-Lux convey a sense of cultural celebration and design-forward identity. Modern Yet Heritage-Driven: The site balances modern Shopify (Squarespace) functionality with storytelling positioning Soboye as both contemporary and culturally rooted.
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The Result
Element Feature & Impact Design Aesthetic Clean structure, rich textures, color pops reflecting in-store vibrancy Brand Storytelling Founder narrative, press features, legacy emphasis Functionality E-commerce, bespoke order booking, blog/editorial integration Audience Appeal Global, multicultural, design-conscious clientele.
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