Stine Goya 2022

Activating the identity

Danish designer Stine Goya launched her eponymous label in 2006 as a point of difference. The Scandinavian design aesthetic had for decades been synonymous with minimalist design and muted palette.

This is the second site we make for Goya, where the first site was all about capturing the seasons and the colors of the collections, this one is much more about establishing the new brand identity and making a high performing commerce site with optimised costumer journeys.

New look for Stine Goya

We made a grid system for the dynamic headlines so that the editors can compose their own animated hero sections on pages and even breakers down the page.

New e-commerce experience

The design is pulled much more towards traditions, but we made sure that it all still feels tailor made and that the dynamics between the modules gives some distinct look to the site. 

Chinie Morgensol, Global e-Commerce Director

"We’ve partnered with Spring/Summer for many years, and they’ve become an essential part of our journey. They have a deep understanding of our design universe and translate it into the digital space in a way that feels authentic and true to our brand. Their team combines technical expertise with a strong sense of aesthetics, ensuring every detail reflects who we are. Thanks to their work, our digital presence feels like a seamless extension of our world. It’s a partnership built on trust and one that we deeply value."

What did Spring/Summer create for Stine Goya?

Spring/Summer designed and developed the third-generation Stine Goya online flagship store, launched in 2022 on Shopify. We led strategy, design, and development for the Copenhagen fashion label, building a digital flagship that carries the brand's new identity and a customer journey optimised for growth.

What technology powers the Stine Goya webshop?

The Stine Goya online flagship runs on Shopify. Shopify gives the label the reliability and international commerce infrastructure a growing fashion brand needs, while our custom front-end keeps the site feeling editorial rather than templated. Editors compose animated hero moments, page breakers, and campaign stories without engineering, so the digital flagship keeps pace with the studio.

What was the brief Spring/Summer was given?

Stine Goya was ready to move on from the second-generation site we built together. Where the previous version focused on capturing seasons and collection colours, the third generation had to activate a new brand identity and, at the same time, deliver a high-performing commerce site with sharper conversion journeys, product discovery, and merchandising.

What design and strategic decisions shaped the project?

We built the site around a flexible grid system for dynamic headlines, so editors can compose their own animated hero sections and page breakers as new collections drop. The design pulls more toward tradition than the previous generation, but keeps a tailor-made feel through distinct module dynamics. Every merchandising decision was treated as a commercial one, from PLP layout to PDP structure to checkout.

What was the outcome of the Stine Goya launch?

The third-generation flagship launched in 2022 as Stine Goya's new digital home. In the words of Chinie Morgensol, Stine Goya's Global e-Commerce Director: "We've partnered with Spring/Summer for many years, and they've become an essential part of our journey. They have a deep understanding of our design universe and translate it into the digital space in a way that feels authentic and true to our brand. Thanks to their work, our digital presence feels like a seamless extension of our world."

Who is this case relevant for?

This case is for established fashion brands rebuilding eCommerce as a digital flagship, not a store, and for labels that need editorial flexibility and commercial performance in the same platform. We work with fashion houses whose visual world evolves season by season. If you are relaunching a Shopify flagship for a brand that already has fans, this is the work we love.

How can a brand start a similar project with Spring/Summer?

Tell us about your project at contact@springsummer.dk or call +45 32 16 22 22. We're a Copenhagen-based digital design and brand agency, and we like hearing about briefs early, even if you're still figuring out what you need. Let's collaborate and make great stuff.