{"id":4312,"date":"2026-09-08T15:03:53","date_gmt":"2026-09-08T13:03:53","guid":{"rendered":"https:\/\/minuitdorsay.com\/?p=4312"},"modified":"2026-10-09T22:48:06","modified_gmt":"2026-10-09T20:48:06","slug":"site-internet-marque-de-mode","status":"publish","type":"post","link":"https:\/\/minuitdorsay.com\/en\/site-internet-marque-de-mode\/","title":{"rendered":"Site internet pour une marque de mode : collection, images et parcours"},"content":{"rendered":"
\n\n

Dans Varenne<\/a>, j\u2019ai choisi de faire entrer le visiteur par la collection : de grands visuels, une hi\u00e9rarchie sobre et une navigation r\u00e9duite. Les silhouettes et les mati\u00e8res passent au premier plan. Varenne est une \u00e9tude fictive de site pour une marque de mode, con\u00e7ue jusqu\u2019au prototype interactif sur Figma.<\/p>\n\n\n\n

Le projet permet de poser une question concr\u00e8te : comment pr\u00e9senter une collection tout en gardant des rep\u00e8res faciles \u00e0 suivre ? Un site de marque de mode peut montrer des campagnes, informer sur les pi\u00e8ces ou permettre un achat. Ces usages demandent de d\u00e9finir le parcours avant de dessiner les pages.<\/p>\n\n\n\n

\"Interface
Varenne : un \u00e9cran du prototype Figma, \u00e9tude fictive de site de mode.<\/figcaption><\/figure>\n\n\n\n

Pr\u00e9senter la collection avant de d\u00e9tailler les pi\u00e8ces<\/h2>\n\n\n\n

Une campagne contient d\u00e9j\u00e0 une direction : les silhouettes, les mati\u00e8res, la lumi\u00e8re, les cadrages et le casting. Je regarde cette mati\u00e8re avant de choisir les formats des pages. Une grande image peut introduire une collection ; un d\u00e9tail peut ensuite accompagner une pi\u00e8ce.<\/p>\n\n\n\n

Le rythme doit aider \u00e0 comprendre ce qui est montr\u00e9. Un lookbook, une page de collection et une fiche produit n\u2019ont pas le m\u00eame r\u00f4le. Le premier peut pr\u00e9senter une s\u00e9rie d\u2019images ; la derni\u00e8re doit aussi donner les informations n\u00e9cessaires au choix du produit.<\/p>\n\n\n\n

Site vitrine ou boutique : d\u00e9finir ce que le visiteur pourra faire<\/h2>\n\n\n\n

Un site vitrine peut pr\u00e9senter les collections, les campagnes, les points de vente et les contacts. Une boutique ajoute le catalogue, les tailles, les disponibilit\u00e9s, le panier, le paiement, la livraison et les retours. Le p\u00e9rim\u00e8tre et les contenus \u00e0 pr\u00e9parer changent en cons\u00e9quence.<\/p>\n\n\n\n

Si une boutique fonctionne d\u00e9j\u00e0, sa plateforme et les fonctions \u00e0 conserver font partie du brief. Le travail peut porter sur les \u00e9crans et la pr\u00e9sentation, sur le d\u00e9veloppement, ou sur les deux. Je distingue ces missions avant de commencer plut\u00f4t que de laisser le terme \u00ab site \u00bb les confondre.<\/p>\n\n\n\n

\"Site
Pr\u00e9sentation d\u2019une collection dans le prototype Varenne.<\/figcaption><\/figure>\n\n\n\n

Varenne : les missions de conception<\/h2>\n\n\n\n

L\u2019\u00e9tude porte sur la direction visuelle, la conception des interfaces UX\/UI et le prototype interactif sur Figma. J\u2019y ai travaill\u00e9 les grands visuels, la hi\u00e9rarchie, la navigation et la place de la collection. Le prototype permet de parcourir les \u00e9crans et d\u2019examiner les choix de pr\u00e9sentation.<\/p>\n\n\n\n

Il s\u2019agit d\u2019un travail de conception, pas d\u2019une boutique d\u00e9ploy\u00e9e. Ce p\u00e9rim\u00e8tre fait partie de la pr\u00e9sentation du projet : il montre les choix visuels et les parcours, sans annoncer de ventes ni de r\u00e9sultats commerciaux.<\/p>\n\n\n\n

Adapter les images au t\u00e9l\u00e9phone<\/h2>\n\n\n\n

Une image horizontale, un portrait et un gros plan ne se recadrent pas de la m\u00eame fa\u00e7on. Je regarde ce qu\u2019il faut conserver dans chaque photographie, la lisibilit\u00e9 des titres et l\u2019ordre des contenus sur les petits \u00e9crans. Une page peut garder la m\u00eame direction visuelle tout en changeant de composition.<\/p>\n\n\n\n

Les images doivent \u00eatre \u00e9tudi\u00e9es avant les maquettes. Le rapport entre photographie et identit\u00e9 visuelle<\/a> explique ce point. Le webdesign \u00e9ditorial<\/a> permet aussi d\u2019organiser une s\u00e9rie sans compliquer la navigation.<\/p>\n\n\n\n

\"Maquette
Une autre composition du projet Varenne : les proportions des images participent au rythme.<\/figcaption><\/figure>\n\n\n\n

Le brief d\u2019une marque de mode<\/h2>\n\n\n\n

Pour commencer, envoyez-moi la collection, les campagnes disponibles, votre identit\u00e9 et le site actuel s\u2019il existe. Pr\u00e9cisez ce que le visiteur doit pouvoir faire, le nombre de produits \u00e9ventuel et les fonctions de la boutique \u00e0 conserver. Les formats des images et les informations produit permettent de d\u00e9finir les pages.<\/p>\n\n\n\n

Je suis Tamara Chaudesaigues, webdesigner et fondatrice de Minuit d\u2019Orsay \u00e0 Paris. L\u2019article sur le webdesign mode et beaut\u00e9<\/a> pr\u00e9cise les choix communs d\u2019identit\u00e9, de photographie et de pr\u00e9sentation. Pour le d\u00e9tail de l\u2019\u00e9tude, vous pouvez parcourir Varenne<\/a>.<\/p>\n\n\n\n

Parler du site de votre marque<\/a><\/strong><\/p>\n\n<\/div>","protected":false},"excerpt":{"rendered":"

Pr\u00e9senter une collection, distinguer site vitrine et boutique et pr\u00e9parer le projet, avec l\u2019\u00e9tude fictive Varenne.<\/p>","protected":false},"author":2,"featured_media":4719,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58,56],"tags":[18,14,20,22,64,49,72],"class_list":["post-4312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode-beaute","category-webdesign","tag-direction-artistique","tag-identite-visuelle","tag-minuit-dorsay","tag-paris","tag-site-internet-marque-de-mode","tag-web-designer-paris","tag-webdesign-mode-beaute"],"yoast_head":"\nSite internet pour marque de mode \u2014 Minuit d\u2019Orsay<\/title>\n<meta name=\"description\" content=\"Collection, campagnes et parcours : pr\u00e9parez le site de votre marque de mode avec Minuit d\u2019Orsay \u00e0 Paris. 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