Shopify Fashion Websites


Our Top 10 Shopify Fashion Ecommerce Websites In 2024

Jessica Slack

As the fashion industry continues to grow and evolve, so do fashion ecommerce websites!

Every year, we’re seeing new trends emerging within the fashion space and one of the biggest trends we’re seeing for 2024 is brands choosing the growing ecommerce platform, Shopify. With online global fashion sales set to reach a staggering 1.2 trillion dollars (approximately £964 million pounds) by 2027, we’ve gathered our top 10 Shopify fashion websites that are dominating the industry and driving significant growth for their brands. You never know, you might just find the inspiration you’ve been looking for. Let’s get stuck in!

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1. Skims

Skims is Kim Kardashian’s infamous shapewear fashion brand with a mission to “create the next generation of underwear, loungewear and shapewear.”  As a relatively new competitor within the fashion space, it’s safe to say that the brand has stood up against its fair share of criticism since its launch in 2019. With only 4 years behind its belt, Skims is quickly dominating the lingerie and loungewear market with the brands latest valuation coming in at around $4 billion US dollars. Whilst Kim’s profound social media presence can take a lot of credit for the brands success, we’re actually here to showcase just how good the Skims Shopify website is.

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:


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  • ‘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:


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  • 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:


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  • 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 has been soaring to success ever since! With a mission to make high-quality activewear accessible to everyone, the brand is now a fashion powerhouse who are most recently collaborating with non other than Rosie Huntington-Whiteley. Adanola has created an activewear brand that can be worn whilst working out, hanging out and everything in between and that is showcased throughout their online presence, from social media to their own site.

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:


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  • 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


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  • 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:


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  • 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 a pioneer in the world of fashion thanks to its sustainable roots. Founded in 2014 in New Zealand, allbirds creates sustainable footwear made from Merino wool so customers could enjoy the beauty of wandering in nature, without harming the planet. The advanced textile engineering techniques the brand uses has led to a unique product that isn’t easily replicated, making the brand a force to be reckoned with. Just two years after the B-Corp was founded, allbirds reached a valuation of $1 billion dollars, highlighting their dominance in the industry.

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:


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  • 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 5 million followers on Instagram, it’s clear that their social media and influencer marketing strategy has paid off. Originally founded in Glasgow, the brand now has offices across the globe including in Liverpool, Los Angeles and Guangzhou. Now a global, social-first fashion brand, Oh Polly is extremely popular with Gen-Z and young millennial looking for the perfect going-out outfit.

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:


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  • 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 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:


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  • ‘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. Over the last 13 years, the brand has seen tremendous growth and after launching their Shopify store in 2016, they have gone from strength to strength.

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:


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  • 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 watch out for in 2024! 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.

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Jessica Slack

Content Marketing Executive

When Jess isn’t writing content for clients, you’ll find her painting in her art studio, walking in nature and enjoying delicious coffee ☕️

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