Luma: “The Light Within”
LUMA is a luxury minimalist clothing app designed for people who value timeless style and simplicity. The goal was to create a calm, effortless shopping experience that feels modern yet warm — where every interaction feels intentional and every detail reflects balance and ease. The app went through two design iterations, exploring both a dark, gallery-inspired concept and a bright, modern luxury direction.
Research showed that many luxury fashion apps feel cluttered and overly formal, causing users to disengage. Users associated simplicity with trust and preferred warm, neutral tones paired with intuitive layouts. The mood board reflects this insight through light fabrics, natural textures, and minimal compositions that convey calm, balance, and quiet sophistication — the foundation of LUMA’s welcoming aesthetic.
This direction embraces warm yet minimal neutral tones to create a bright, elevated, and welcoming atmosphere. Rounded buttons, Encode font, and simple lifestyle photos of fun yet elegant clothing make the experience feel approachable and luxurious. The clean layout and soft color palette balance sophistication with warmth, inviting users to see modern luxury as effortless and wearable.
This direction uses dark, moody colors and the refined Jomolhari font to evoke a museum-like sophistication. Square buttons, structured layouts, and elevated photography featuring serious, editorial-style clothing create a sense of exclusivity and artistry. The design feels intentional and polished, appealing to users who view fashion as a statement of depth and craftsmanship.