Billie Eilish — eCommerce Experience Redesign

Reimagining Billie Eilish’s e-commerce platform into a unified, fashion-forward retail experience—integrating merchandise and fragrance into a single, elevated storefront.

Role

Leading creative strategy across digital product, merchandising, and campaign integration—shaping a new approach to how artist commerce is structured and experienced.

Approach

Repositioned the store from “merch” to a premium, fashion-led retail experience inspired by high-end brands
Unified previously separate product ecosystems (merch + fragrance) into a single, seamless customer journey
Designed a flexible system allowing fans to navigate and purchase across categories within one cohesive platform

Execution

Developed a tabbed storefront experience integrating merchandise and fragrance within a unified UI
Directed a full visual refresh, including reshooting product and campaign imagery to elevate brand perception
Built a mobile-first, highly visual browsing experience prioritizing discovery and conversion
Aligned digital experience with broader campaign and product strategy across releases

Outcome