Bridging Buyers & Sellers in Custom Fashion
We were tasked with designing ALTER – a younger, more customisation-focused sister platform to Grailed. The app needed to: Focus more on user-led garment customisation than limited-edition designer items. Be visually neutral, to let the clothing take centre stage. Seamlessly allow users to switch between buyer and seller roles. Make uploading, editing, and managing listings as intuitive as browsing and buying.
Grailed/Heroine is a peer-to-peer marketplace specialising in curated designer menswear and womenswear. Widely popular among fashion-forward communities, the platform has attracted a diverse audience across different style preferences and spending levels.
As part of its growth, the brand introduced a customisation category, allowing users to personalise existing garments and sell them as unique, one-off pieces — tapping into the rising demand for rare, collectible fashion.
Our team was tasked with designing a mobile platform inspired by Grailed’s aesthetic, tailored for users who want to buy and sell customised clothing with ease. The app aims to support creatives — from hobbyists to small business owners — in starting or growing their own clothing brands.
To better understand the needs and motivations of our users, we created personas that reflect the behaviours and goals of our target audience.
