As part of Issey Miyake’s U.S. e-commerce repositioning, I led and personally designed the full UX and visual overhaul for the iconic Bao Bao bag line. The redesign balanced global brand consistency, digital luxury positioning, and mobile optimization, while introducing a distinctive “search by color” experience — a simple, elegant filter that let customers browse by their preferred palette.

Working closely with teams in New York and Japan, I navigated strict brand guidelines and a rigorous approval process with Miyake’s Tokyo studio. The result was a clean, minimal design that reflected the master’s aesthetic and elevated the online shopping experience. The launch strengthened the brand’s U.S. presence, improved customer engagement, and drove a significant lift in sales.