Digital agency magneticNorth has launched the new website for BBC initiative, Thread.
Thread has been launched in conjunction with Blood, Sweat And T-Shirts, a new four-part TV series in which six young fashion lovers find out how their clothes are made. New research conducted by the BBC among 16 to 30-year-olds has revealed that ethical fashion is no longer a fringe movement.
The agency's creative brief for the site was to challenge expectations about what ethical fashion looks like and shake off its ‘hemp poncho’ stereotype.
Brendan Dawes, creative director at mN, said: “The last thing that the client wanted was for this to look like a typical ethical fashion site or a typical BBC site. It definitely can’t be accused of being either.”
The site also uses an image-based navigation which allows people to create their own unique journey.
"What we have done is redefine what people perceive photographic layout should be – and more to the point what the web can be," explained Dawes. "Using the convention we’ve created, we allow users to create a liquid layout that is enjoyable to use, fun and has a beautiful simplicity."
Elizabeth McKay, project executive at the BBC, said: “We are delighted with the design and functionality of the Thread site. It is innovative, surprising and beautifully designed and we are sure that it will connect with our fashion-conscious audience.”