Starring Lorel is more than just a T-shirt brand — it’s the digital home of a Black influencer, artist, and creator. The challenge was to design a platform that showcased her products, social lifestyle, music, and podcast all in one space, while also providing functionality for customers to book meetings with her directly.
This was not just an online shop it was Lorel’s personal hub, bringing together multiple aspects of her identity.
But with Risks
The biggest challenge was balancing commerce with lifestyle storytelling — ensuring that her social presence, products, and media content could live together without overwhelming the user.
Additionally, a unique request made the project more complex: Lorel wanted her original track “Boys Boys” to autoplay when visitors entered the site. iOS devices don’t allow instant background music without user interaction, so implementing this feature in a smooth, user-friendly way was a major technical hurdle.
My Implimentation
Designed a bold, modern website that combines fashion e-commerce with Lorel’s personal brand elements (social feed, podcast integration, booking system).
Created a dual-purpose platform that feels like both a store and lifestyle hub.
Implemented background music with careful attention to iOS limitations:
Added a popup on entry to allow user consent.
Integrated a music control button on the homepage (bottom-right corner) so visitors could toggle the track on/off at any time.
Structured the site flow to highlight her T-shirt collections while also elevating her personal story, media, and creative work.
Ensured the site remained fast, mobile-friendly, and engaging for her audience.
