Cult Collection Fashion Community

A creative community for fashion enthusiasts to explore and shop their individual style—closing the loop between self-expression and the social context of consumption

While digital channels may offer us an overwhelming array options in the endless aisles of our consumption-fueled economy, those same technologies can also serve as the means by which we comprehend that bounty, and harness it for our own expressive ends. 

We created Cult Collection as a community for collective creativity—enabling the fashion-forward consumer to define their evolving style by playing the digital version of dress-up. 

The app allowed them to discover new items at retail, to be inspired by looks created by the community, and to explore how to style items by creating their own looks from scratch or restyling a look by which they were inspired. 

The key innovation in the interaction was the simultaneous presentation of both the in-progress look, and points of reference from which the customer was drawing inspiration and making selections—retail inventory, their closet, another look, etc.—bridging the gap between the actual and the possible by bringing each cognitive space into the context of the other.