King & Tuckfield

After a first Shopify store in 2018, moved over from the brand’s original Squarespace site, King & Tuckfield returned to Michèle Victoria (MuseVision) when the design and the function of the site needed to advance. We proposed a Shopify 2.0 build, giving a small label real flexibility for rich content, storytelling, and a deeper layer of brand and product information, including materials and care, and seasonal lookbook pages that can change.

From first idea to finished piece, the care associated with family sits at the center of the King & Tuckfield process. The house is exacting about regenerative materials and responsible manufacturers. That attention had to be visible at every stage of the customer’s path through the store.

The growth since our first collaboration, five years earlier, meant we had to look again at the label, the offer, and its place in luxury. In that time King & Tuckfield has moved beyond a purely heritage reading, staying true to those roots while taking on a more international, gender-fluid, and flamboyant character. The clothes are now regularly seen on Donald Glover and Justin Bieber, and on Dwayne Johnson, Ryan Gosling, and Chris Evans.

In the same years, Shopify’s tools expanded in a similar direction, with a serious set of international features. We used that functionality fully in the new build.

Alongside the e-commerce refresh, we worked with King & Tuckfield on a series of seasonal campaign assets. From first idea to delivery, the filmmaking was fluid, playful, and inventive, so the branded films and the campaign photography could be made together.

The campaigns bring the house’s directional styling together with an elevated, whimsical feeling. They join story and history to a distinctly British point of view and an international standard of luxury, connecting past, present, and future in a way that speaks to a family’s origin and to a progressive ideal.