I am ever the fan of the total reboot. Taking a topic, discarding all we know about it and forging out in a totally new direction. It is insanely risky and fraught with danger. Not to mention the sheer insanity of disregarding years of insights. All the same, when designers and companies are brave enough to take an unconventional leap, great things can happen. Such is the case with Hommard. This small online fashion shop sells a rather ordinary product. However, their beautifully photography combined with a fresh, original layout creates a refreshingly new experience. Rethinking e-commerce is not only possible, many people are already doing it.
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