The challenge
Finesse calls itself the first AI-driven fashion house. It uses its own algorithms and customers’ weekly votes to decide which styles to make and how many, so it avoids overproduction and keeps prices affordable. The brand is size inclusive, has majority female and LGBTQ leadership, and serves customers from bases in the US and the UK. Its three promises are AI-driven design, size inclusivity, with every style made from XS to 3X, and sustainability, with no overproduction and no waste.
As Finesse grew, its Shopify site needed rebuilding to keep up with frequent collection launches and an international audience, and to give the brand’s bold identity room on every page.
Solution
A storefront that keeps up with every drop.
We rebuilt the site on Shopify with the brand’s voice and attitude at the centre. Collections lead the home page, so each new drop gets the spotlight, and customers can browse by product or by collection. Product cards show colour swatches and a quick-add panel listing every size from XS to 3X, with sold-out sizes struck through, so shoppers can add to their bag straight from a collection page.
A country selector lets shoppers buy in their own currency in more than 30 countries. The site works with the tools Finesse uses to sell to and keep customers: Okendo for reviews, Klaviyo for email, Attentive for SMS, Intelligems for testing and Signifyd for fraud protection.
What we built
The build
- A rebuilt Shopify storefront built around collection drops
- Product cards with colour swatches and quick add by size, from XS to 3X
- Shopping in local currencies in more than 30 countries
- Okendo reviews on product pages
- Klaviyo email and Attentive SMS sign-ups
- Intelligems testing and Signifyd fraud protection
Technology: Shopify, Shopify Markets, Okendo, Klaviyo, Attentive, Intelligems and Signifyd.
Impact
The result
Finesse now has a site that keeps up with its collection launches and sells to customers around the world in their own currency. The rebuilt site launched in October 2025.
