Engineering the "Flex Builder" for Custom Commerce
Spell & Sell
January 19, 2026
Tailored
Refined
Behind the new Minna Fashion
In the world of e-commerce, the distance between a customer and a product isn't measured in miles, it’s measured in friction. When we set out to build the new Minna Fashion on Shopify, our mission was clear: eliminate that friction through technical precision and a "mobile-first" aesthetic.
The result is a high-performance storefront that feels as premium as the collections it hosts.
Here is a look behind the curtain at the features that define the new Minna experience.
Dynamic Visual Storytelling: Smart Variant Mapping
Most stores force users to hunt for the right image. At Minna, we implemented automated variant image switching. When a customer selects a color swatch, the entire gallery instantly updates to show only that specific hue.
This isn't just a "nice-to-have" - it reduces cognitive load and ensures that what the customer sees is exactly what they’re adding to their cart.
Precision Browsing: Advanced Collection Filtering
Finding the perfect piece shouldn't feel like a chore. We’ve overhauled the collection-level navigation with multi-layered filtering. Customers can now stack attributes, size, color, material, and price, simultaneously. This logic-driven approach ensures that even with a massive catalog, the "dream outfit" is only two clicks away.
The "Macro" Experience: High-Fidelity Zoom
Online shopping often lacks the tactile reassurance of a physical store. To bridge this gap, we integrated a custom UX zoom engine.
- Fluid Motion: No jittery transitions; the zoom follows the cursor with natural ease.
- Micro-Details: Optimized for high-resolution assets, allowing users to see the weave of the fabric and the quality of the stitching.
The Bespoke Experience: Made-to-Order & Preorders
At the heart of Minna Fashion are our custom dresses. To support this, we’ve moved beyond the standard "Buy Now" button.
- The Precision Date Picker: For our made-to-order pieces, customers can now select their desired delivery or event date directly on the product page. This allows our atelier to synchronize production with the customer's timeline.
- The Journey Tracker: We believe the wait should be part of the excitement. We implemented a Visual Progress Tracker that keeps customers informed. From Fabric Selection and Pattern Cutting to the Final Quality Check, the user can see exactly where their garment is in the creation cycle.
The Final Stitch
The new Minna Fashion store isn't just a place to buy clothes; it’s a technical showcase of what modern Shopify development can achieve when User Experience and Craftsmanship are the North Stars. We’ve built a foundation that is fast, intuitive, and, most importantly - ready for the future of bespoke fashion.
Experience it for yourself. Explore the collection and feel the difference that thoughtful design makes.
