# Serotoninn: Kyiv womenswear where glam meets grunge

> A project in The Ecom Awards Showcase. Featured by the editors (being featured is not an award).

- **Store:** [Serotoninn](https://www.theecomawards.com/stores/serotoninn) · https://serotoninn.com
- **Built by:** [BL/S®](https://www.theecomawards.com/agencies/bl-s), [artycoders](https://www.theecomawards.com/agencies/artycoders)
- **Credits:** BL/S® (Design and creative direction), artycoders (Development)
- **Industry:** Fashion
- **Country:** Ukraine
- **Platform:** Other
- **Project type:** Redesign
- **Launched:** May 2026
- **Patterns:** Size guide, Sticky add to cart
- **Page:** https://www.theecomawards.com/projects/serotoninn

## Why we featured it

A womenswear label from Kyiv and Germany, handmade in Ukraine in limited runs, with a store as loud as its clothes. BL/S® designed the mood first and the shop second: a short cinematic opening, brutalist type and campaign film running through the pages. Under all that attitude it stays easy to shop.

## Worth stealing

- Every category in the menu plays its own video before you click
- Opens with a short cinematic moment instead of a loading bar
- Products sit in a drag carousel that works like a physical lookbook
- The campaign film runs through the shop, not off to one side
- Sharp, brutalist type set against warm campaign photography
- Favourites, sizes and cart confirmations stay small and on-brand

## The brief

Serotoninn is a young womenswear brand from Kyiv and Germany. Everything is handmade in Ukraine, in limited runs, from Italian designer-stock fabrics. The girls who wear it: Berlin stage artists, Ukrainian writers and models, and women who run their own business and like to be noticed.

The ask was simple on paper: a website as bold as the clothes, but easy enough that nobody gets lost. Catch attention, keep people around longer, make buying painless. Add room for product videos, campaign content on the front page, and the founder's story, because people buy from brands they believe in.

## What they did

We skipped the clean grid and designed a mood first, a store second. The site opens with a short cinematic moment instead of a loading bar, so you're already somewhere before you've seen a single dress.

The palette is dark, because Serotoninn lives after midnight: Berlin nights, stage lights, a bit of chaos. Against it we set sharp, brutalist type and warm, rich campaign photography. Glam and grunge aren't supposed to be comfortable together, so we let them argue on every screen.

The menu is a small director's cut. Every category gets its own video, so you feel the difference between Dresses, Corsets and Coats before you click anything. Products live in a drag carousel that works like a physical lookbook, and the campaign film runs through the shopping experience instead of sitting off to the side.

Even the practical bits got the treatment. Favorites, size selection and cart confirmations are small, quiet and on-brand, so buying never feels like leaving the world we built.

## What changed

The brand finally looks online the way it feels in real life: loud, a bit rebellious, and unmistakably hers. Browsing turned into wandering. People linger in the menu, drift into categories they hadn't planned to visit, and find pieces they weren't looking for.

The site now has a point of view before it has a price tag. It doesn't blend in with the other minimal fashion stores, and it still stays easy to shop.