Designers
Designers
Designers
Motion for Paloma St James
A modular fashion system and digital experience designed to be understood, customized, and shared across generations.
Key Words
Designers
Selina Kuo
Kir Liang
Junwei Shen
SUMMARY
Motion is a strategic fashion and digital design project developed with Paloma St. James to reinforce the brand’s modular identity. We began by researching how Gen Z engages with modular fashion through social media, customization, and storytelling. Through brand analysis, case studies, and prototyping, we designed a modular athleisure capsule and an interactive website that makes modularity intuitive and shareable. We discovered that when Gen Z understands and enjoys modular design, they naturally introduce it to older generations. This matters because it reframes modular fashion as both functional and culturally relevant
challenge
Paloma St. James has a strong modular design language, but many consumers struggle to understand how modularity works or why it matters. Our research revealed a gap between the rand’s design innovation and how it is communicated digitally, especially to younger audiences. At the same time, Gen Z often influences their parents’ fashion choices. The challenge was to design an experience that makes modular fashion easy to grasp, emotionally engaging, and naturally shareable across generations.
Outcome
The project resulted in Edition 01: Motion, a modular athleisure capsule anchored by a vest-to-puffer silhouette, and a digital customization website that visually explains modularity through interaction. The outcome directly addresses user confusion by turning modularity into an intuitive, playful experience. By targeting Gen Z first through social and customization tools, the system creates a cross-generational pull that expands brand visibility, understanding, and long-term relevance.
MEET THE Designers:
Selina Kuo
Kir Liang
Junwei Shen