Fashion ecommerce is one of the most competitive markets online, and a growing share of the brands winning it have one thing in common, they're running on Shopify.
Global online fashion sales are now on track to top $1.2 trillion by 2027. With that scale of opportunity, Shopify has become the default for brands that want speed, flexibility and a strong creative canvas without the engineering overhead of a custom platform. Below are ten of the Shopify fashion sites we keep coming back to, broken down by the design and UX choices that make them work, with organic traffic data for each.
1. Skims
Skims is Kim Kardashian's shapewear fashion brand with a mission to "create the next generation of underwear, loungewear and shapewear." Launched in 2019, the brand was valued at $5 billion in November 2025 after a $225 million funding round led by Goldman Sachs, with Skims Beauty launching in 2026 and brick-and-mortar expansion accelerating both in the US and overseas. Whilst Kim's social media presence drives a huge share of awareness, the Skims Shopify storefront is doing serious work behind the scenes.
What makes it so good?
The Skims website offers a superior online shopping journey that allows users to enjoy a personalised experience that encourages them to keep coming back, time and time again. An extensive and well-organised product inventory ensures that customers can find the exact style, colour and size that they’re looking for whilst seamless navigation and a people-first website design ensures that users are left with a positive impression of the brand. Some of our favourite features of the websites are below:
267k
Organic traffic
196k
Keyword search for 'skims'
47k
Total keywords
- ‘Curated Picks For You’ provides product recommendations based on a user’s previous engagement and purchase history, creating a personalised and tailored experienced for each user.
- Layered, hierarchical navigation and an image-led mega menu streamline the buying journey and reduce customer frustration.
- ‘Complete The Look’ upselling feature encourages users to add more styles to their baskets.
- A thorough filter system allows users to filter minute details so they can find EXACTLY what they’re looking for.
- Advanced product cards streamline UX by showcasing key product details including colour swatches & prices without having to click on a product.
2. Gymshark
Founded over 10 years ago in 2012 by a 19 year old Ben Francis, Gymshark has gone from strength to strength. The go-to for sportswear, gym clothes and workout gear, Gymshark is now a household brand oozing with style, substance and ambition. Thanks to the brand’s early focus on influencer marketing and driving growth via collaborations with athletes and fitness influencers, Gymshark is now a key player within the sportswear market, competing with the likes of Nike and Adidas.
What makes it so good?
The Gymshark shopify store is sleek, conversion-focused and offers intuitive navigation that gets users to their desired destination, at the speed of light. The brand’s focus on social proof and influencer marketing shines through to their website and some of our favourite features of the websites are below:
352k
Organic traffic
35k
Keyword search for 'gym shark'
49k
Total keywords
- Intuitive ‘Quick-Add’ feature encourages users to impulse buy and drives sales.
- Responsive, mobile-friendly design ensures a seamless experience no matter what device a user visits from.
- High-quality product photography is showcased throughout the site.
- Trust signals demonstrate credibility from the moment a user lands on the site.
- An ‘As Seen On Social’ feature utilises UGC to encourage sales and acts as social proof.
3. Lucy & Yak
Lucy & Yak is an independent fashion brand that puts the planet and people first. Founded in 2014 when Lucy and her partner Chris decided to travel the world whilst selling handmade pouches from pre-loved clothing, the brand is now one of the most successful indie brands around thanks to their stance on inclusivity, ethical practices and of course, their infamous dungarees.
What makes it so good?
Lucy & Yak’s brand values and mission is front and centre of everything the team do. And their Shopify website is no exception! Landing on their website is a truly joyous experience thanks to creative photography, a diverse range of models, colourful graphics and UGC which all contributes to a strong sense of community spirit that you feel when interacting with the brand. When landing on the site, you instantly feel like you’re a part of a greater mission, Luxy & Yak isn’t simply an ecommerce site, it’s so much more. Some of our favourite features are below:
53k
Organic traffic
45k
Keyword search for 'lucy and yak'
9k
Total keywords
- A mixture of UGC and professional photographs are used on product cards throughout the site which highlights the community spirit of the brand.
- Quick-add feature & colour swatches on the category pages enhance UX and encourage sales.
- Streamlined navigation allows users to quickly find the products they’re looking for.
- Bespoke iconography highlights the brands sustainability pledges & instantly instils trust in users.
- A funky, illustrated ‘About’ page captures the brand’s identity, values & builds customer loyalty in those that resonate with these values.
- An image-led smart search bar shows products related to a user’s search term as they input keywords, enhancing UX & improving customer satisfaction.
4. Adanola
Founded in Manchester in 2015, women's athleisure brand Adanola is now one of the fastest-growing UK fashion brands of the last five years. In August 2025, Story3 Capital Partners took a minority stake in the business at a $530 million valuation, with revenue jumping from $37M in 2023 to $77M in 2024. Adanola has created an activewear brand that can be worn whilst working out, hanging out and everything in between, and that aesthetic runs all the way through its online presence.
What makes it so good?
Adanola’s Shopify website is minimal, simplistic and clean in terms of its layout and creative vision. Products take centre-stage with large, high-quality photography showcasing each piece throughout the site and minimal copy or other elements to distract customers from making a purchase. Here’s what makes the Adanola store great:
208k
Organic traffic
130k
Keyword search for 'adanola'
13k
Total keywords
- Minimal design and layout diminish distractions and encourage users to checkout.
- Image-led website design ensures that Adanola’s products are always the focus.
- UGC is utilised to build a sense of community and acts as social proof.
- Sliding carousels showcase trending products and encourage impulse purchases.
- A rewards club and members area contribute to a sense of community and drive sales.
5. Victoria Beckham
Founded in 2008 by former Spice Girl, Victoria Beckham is a high-fashion womenswear label focused on creating beautiful garments rooted in femininity, modernity and an effortlessly chic style. The fashion label didn’t launch their ecommerce site until 2014 and only switched to Shopify in 2016. Since then, the brand has received critical acclaim and is very well respected within the luxury fashion industry.
What makes it so good?
The Victoria Beckham shopify store is elegant, sophisticated and uncluttered, perfectly capturing the high-end brand and showcasing each garment in its best light. Overall, the storefront is beautifully designed with product photography at the forefront whilst also offering users an exceptional customer experience with streamlined navigation, lightning fast loading times, a well-organised mega menu and
22k
Organic traffic
71k
Keyword search for 'victoria beckham'
15k
Total keywords
- An image-led smart search feature displays related products when a user enters a search term.
- Product videos allow users to get a true feel of how the fabric will flow when moving: For high-end brands, this is absolutely crucial as they’ll have to work harder to encourage online sales due to their higher price points.
- Various ‘Edits’ such as a Partywear Guide, Day-to-Night Dressing & Gift Guide offer value for users and build customer loyalty.
- Product cards are quick & easy to navigate and include colour swatches and quick-add for improved UX.
- A ‘Why Not Add’ feature encourages additional purchases when a user adds a product to their basket.
- Various express checkout options including PayPal, Amazon Pay & Shop Pay reduce abandoned carts.
6. Motel
Founded in the 1990s, Motel is a vintage-inspired, fast-fashion brand primarily aimed at teenagers and young adults. Taking inspiration from iconic 90s fashion, the brand has gone from strength to strength in recent years, largely due to its prominent social media presence.
What makes it so good?
Motel’s Shopify store pays homage to the brand’s 90s roots with tons of vintage-inspiration photography that oozes a ‘girl-next-door’ vibe that feels very effortless and not too try-hard. The website itself has a clean and minimal design that allows the product photography to shine. Some of our favourite features include:
133k
Organic traffic
37k
Keyword search for 'motel rocks'
60k
Total keywords
- An animated ticker that highlights current offers and promotions to drive impulse purchases.
- Clever use of a UGC gallery to demonstrate social proof and customer trust.
- A ‘Shop Insta’ category directly targets the brand’s young audience and makes them feel understood.
- An extensive product catalogue is well-organised into a hierarchical, layered navigation menu.
- A comprehensive accessibility menu highlights that they are aiming their site at a Gen-z target audience, making the site inclusive for all.
7. allbirds
Allbirds is one of the original sustainable footwear pioneers. Founded in 2014 in New Zealand, the brand built its reputation on Merino wool trainers and a clear environmental mission. Allbirds has had a rocky few years on the public markets, with most full-price US stores closed by early 2026 and the global retail footprint down to a handful of locations, but the Shopify storefront remains a textbook example of how to express a sustainability-led brand online.
What makes it so good?
The allbirds Shopify Plus store is simplistic and unfussy, much like the fashion brand itself. Navigation is seamless, products are beautifully displayed and the mission of the brand is clear from the moment you land on the site. Other things we love about the site include:
13k
Organic traffic
19k
Keyword search for 'allbirds'
9k
Total keywords
- Bespoke iconography highlights key sustainability credentials & builds customer trust.
- Extensive colour swatches within product pages allow users to find the exact shoe to match their unique taste.
- Product videos showcase the quality of the shoes and drive sales.
- Sustainability is the top priority within the website navigation and homepage, cementing the brand as a pioneer in sustainable footwear.
- Product collections including ‘Gifts for Her’, ‘Bestsellers’ and ‘New Arrivals’ provide a curated selection of footwear to provide value to customers.
- A dedicated ‘Stories’ area houses educational and engaging content that provides further information about sustainability and how we can all do more to protect our planet.
8. Oh Polly
Oh Polly rose to fame back in 2018 via social media. Now with over 6.5 million Instagram followers, the brand's social-first playbook is one of the most studied in UK fashion ecommerce. Originally founded in Glasgow, Oh Polly now has offices across the globe including Liverpool, Los Angeles and Guangzhou. Revenue peaked at £113M in the year ending April 2023, with the most recent figures showing a more selective, profit-led approach: £68M turnover and £10.55M operating profit in FY25.
What makes it so good?
Oh Polly’s Shopify website layout is clean, minimal and truly reflects the glamorous, aspirational presence they have on social media. Product photography is eye-catching and high-resolution whilst tickers, moving banners and animations highlight current promotional offers and grab the attention of their customers. Some of our favourite features include:
625k
Organic traffic
313k
Keyword search for 'oh polly'
97k
Total keywords
- Various payment options including Klarna & Clearpay ensure affordability for their younger audience.
- Lightning-fast smart search ensures users can rapidly find the product they’re looking for.
- ‘Track My Order’ feature allows customers to quickly find their order status, without having to go through customer services.
- ‘Quick Buy’ encourages impulse purchases.
9. Kick Game
Founded in 2013, Kick Game is a leading reseller of exclusive and sold-out trainers. The brand set itself apart from other reselling platforms by offering authenticity guarantees and building trust with their audience of sneaker fanatics. It’s safe to say that social proof is the key strategy behind the success of Kick Game’s Shopify website. Featuring images of influential athletes including Manchester United’s Rio Ferdinand amongst other, it’s clear that the brand is tapping into its strong social media presence to drive growth for their online store.
What makes it so good?
The site itself is seamless to navigate thanks to an image-led mega menu, advanced search and offers tons of bespoke features that set it apart from other footwear resale platforms. Product photography is crisp and high-resolution to showcase the latest, trending products in the best possible light. Some of our favourite features include:
639k
Organic traffic
219k
Keyword search for 'jordan 4'
57k
Total keywords
- ‘Top 10 Collection’ creates urgency and social proof, encourages site visitors to purchase these products.
- Responsive, mobile-friendly web design capitalises on the fact that most customers will land on the site via social media platforms.
- ‘You May Also Like’ offers a personalised experience for users, suggesting products similar to those they’ve previously viewed.
- A ‘Hot Right Now’ feature within the search bar predicts what users will search for based on what is currently trending.
10. Chi Chi London
Chi Chi London has been offering 'fashion that celebrates you' since it was founded in North London back in 2010. The brand aims to celebrate body diversity and is inclusive of all shapes and sizes with products ranging from size 6 to size 26. Chi Chi went into administration in September 2023 and was acquired by menswear group Reem, but the storefront has continued operating on Shopify and remains a strong showcase of inclusive, occasion-led fashion ecommerce.
What makes it so good?
Chi Chi London’s fashion website reflects their strong brand values by putting the focus and onus on celebrating the customer over anything else. Offering an NHS & Keyworker discount, incorporating UGC into their homepage and offering tons of valuable clothing guides, it’s clear that this brand cares about its customers from the outset. Some of our favourite features of the site include:
245k
Organic traffic
363k
Keyword search for 'wedding guest dresses'
52k
Total keywords
- Strategically placed promotional banners, offer & discounts encourage users to convert.
- UGC creates a community spirit within the website & reflects the brand’s core values.
- ‘The Wedding Hub’ is the go-to place for guests to shop for outfits, in a dedicated hub that engages users.
- Extensive filtering options including ‘Shop By Body Fit’ highlight their inclusivity and build customer loyalty.
And there we have it, the top 10 Shopify fashion brands to keep on your radar. If you’re looking to upgrade your existing fashion ecommerce site or are in need of a brand new one altogether, don’t hesitate to get in touch.
