Milamay — luxury lingerie catalogue on WooCommerce, London

Project overview

Milamay is a London lingerie label: bras, knickers, suspenders, dresses and swimwear in small named collections — Poppy Sparkle, Gold Sparkle, Grace, Belle, Green Jade. The brand sells through conversation rather than a checkout: customers pick a piece, ask about the fit and order with a single message.

So the site is a catalogue that behaves like a boutique. WooCommerce holds the 33 products with their colours, sizes and prices in pounds, but online checkout is switched off — every product page ends in a WhatsApp or e-mail enquiry that already names the piece, its price and its link. Around it sits an editorial design in the brand’s fuchsia: serif headlines, full-bleed campaign photography and plenty of white space.

My role in the project

I personally worked on this project from the design brief to the live store. The areas I owned and delivered directly:

• Custom WordPress theme mila built around WooCommerce — no page builder, the theme’s own scripts in plain JavaScript
• WooCommerce as a catalogue: 33 variable products with colour and size attributes, five categories, sale prices, checkout switched off
• Ordering by message instead of a cart: WhatsApp and e-mail enquiries pre-filled with the product, its price and its link
• ACF fields for the homepage slides and sections, so the store’s content can be updated without touching code
• AJAX features on nonce-protected endpoints: live search, quick view, category tabs and the wishlist page
• Structured data: Organization and WebSite with a search action on the homepage; Product, Offer and BreadcrumbList on every product page

What I built

• Announcement bar (complimentary worldwide delivery, gift wrapping on every order) and a frosted sticky header with search and wishlist
• Hero slider on Swiper with full-bleed campaign photography, arrows and progress dots
• “Signature Pieces” carousel: sale badges, old and new prices and a wishlist heart on every card
• “The Milamay Wardrobe”: category tabs — All, Bras, Dresses, Knickers, Suspenders, Swimwear — that swap the product grid without reloading the page
• Quick view: any product in a grid opens in a pop-up, without leaving the page
• Shop with six filters (category, price, colour, two size ranges, tags), option counts, active-filter chips and four sort orders
• Product page: photo gallery with zoom, size buttons, a size-guide pop-up, wishlist, a share button (the phone’s native share sheet, with copy-link as the fallback) and the WhatsApp / e-mail order block
• Wishlist without an account: saved in the browser, with its own page that loads the saved pieces
• Live search in a full-screen overlay
• “The Milamay promise” block (worldwide delivery, gift wrap, easy returns), newsletter sign-up and a dark footer with Instagram, Facebook and TikTok

The theme runs on one set of design tokens — colours, type scale, spacing — shared by every template: Cormorant Garamond for headlines, Bodoni Moda for the wordmark, Jost and Hanken Grotesk for labels and body text. Sliders use Swiper, everything else is plain JavaScript, and product photography is served as WebP with lazy loading.