Hulm UAE - AI fashion e-commerce website design for Dubai

Hulm UAE is the UAE edition of Hulm, the AI personal stylist that shops 12,000+ fashion houses through a single conversation. The edition is written in English, priced in AED with VAT included, and speaks the way people in Dubai, Abu Dhabi and Sharjah shop: a maxi dress for a Jumeirah wedding in June, a vacation wardrobe for Al Reem Island, a weekend in Business Bay. It follows the UAE PDPL and DIFC data protection law, and the footer carries a Dubai trade licence.

Project facts

• Client: Hulm FZ-LLC (fictional)
• Sector: Fashion and luxury e-commerce, AI personal styling
• Markets: United Arab Emirates: Dubai, Abu Dhabi, Sharjah and the Northern Emirates, with delivery across the GCC
• Services: Market localisation · Copywriting · Brand adaptation · Fashion e-commerce website design · Accessibility (WCAG 2.2 AA) · SEO foundations
• Templates: 42 page templates shared with every Hulm edition
• Stack: Hand-built HTML, CSS and vanilla JavaScript; one strings file and one theme file per market

The brief

Editorial, conversational and priced in dirhams

Shoppers in the UAE describe an occasion and a budget, and Hulm answers with outfit suggestions from across the world's wardrobe. The edition keeps the magazine feel of the US site but swaps the references: Jumeirah for Nantucket, Dubai Marina for Napa, Al Reem Island for Positano. Prices are in AED with 5% VAT included, the sign-up form offers UAE +971, and the legal pages cite the UAE PDPL, DIFC Data Protection Law 2020 and ADGM regulations. The voice is premium and hospitable, family-friendly and modest in its imagery.

Designing for the UAE

What actually changed between the US and this edition

• Story - US edition: United States, built to roll out to new locales · UAE: Dubai HQ, Hulm FZ-LLC, trade licence 1234567
• Guide - US edition: Napa, Nantucket, Positano · UAE: Jumeirah, Dubai Marina, Al Reem Island, Business Bay
• Prices - US edition: $3,270 for a silk maxi · UAE: AED 3,270; AED 1,500 wedding budget; AED 185 shirt
• Occasions - US edition: Napa wedding in May · UAE: Jumeirah wedding in June; Dubai Marina wedding in May
• People - US edition: June Okafor, @juneindubai · UAE: Maya R. in Dubai, Theo K. in Abu Dhabi, Priya S. in Sharjah
• Legal - US edition: US privacy terms; free shipping and returns · UAE: UAE PDPL (Federal Decree-Law 45/2021); DIFC Data Protection Law 2020; ADGM regulations
• Look - US edition: Cool white-grey, raspberry, cobalt; Fraunces + Jost · UAE: Sand, champagne gold, night teal; Cormorant + Manrope
• Address - US edition: US street address · UAE: Office 1402, Gate Avenue, DIFC, Dubai; UAE +971 phone

Brand adaptation

The same Hulm, with a local accent

Sand carries the page and night teal carries the interface, with champagne gold for italics and accents and a lighter gold on dark panels. Cormorant brings grand display type; Manrope keeps the interface crisp. Corners stay at 7px for a tailored feel, and the wordmark keeps Hulm in its italic serif. Arabic typefaces (Noto Kufi Arabic, IBM Plex Sans Arabic) are already chosen for a future ar-AE edition.

Homepage and key journeys

The homepage opens with a stylist conversation over an arched image: Something sculptural for a gallery opening. Under AED 2,200, nothing too precious. The composer sits in the hero and follows you to every page. The four-step method (Explore, Chat, Save, Refine) leads into an occasion grid where A wedding guest look for Dubai Marina in May and A vacation wardrobe for Al Reem Island open pre-filled conversations. The most distinctive flow is the prompt library: tap a real request, watch it type itself into the composer, then read the stylist's reply as an editorial with shoppable cards and one-tap refinements.

Compliance, accessibility and trust

• Privacy policy under the UAE Personal Data Protection Law (Federal Decree-Law 45/2021), with DIFC Data Protection Law 2020 and ADGM regulations noted for the free zones.
• Terms of Service governed by the laws of the United Arab Emirates, with disputes resolved by binding individual arbitration except where UAE law gives you the right to bring a claim in the courts of Dubai.
• Footer with demo trade licence 1234567, Dubai, and the region line United Arab Emirates · AED; consumer prices include 5% VAT.
• Passes automated WCAG 2.2 AA checks on every page at 360, 390, 768 and 1440 px: no contrast failures, no unreachable controls, no horizontal scrolling.
• A language switcher built from hreflang sits in the header on desktop and in the footer on phones.

One system, twelve markets

Every visible string lives in one file per market, and every colour and typeface in one theme file. This edition needed no new templates or components: a strings file, a theme, regional photography and local legal content made it a different brand experience. For a fashion label with international plans, a new market becomes a content project rather than a rebuild.

Deliverables

• Market profile: language, formats, legal and seasonality
• Full localised copy across 42 templates, header, footer and forms
• Brand adaptation: palette, type pairing and logo descriptor
• 39 regional photographs (Pexels, credited in credits.json)
• Local legal content
• Accessibility pass (WCAG 2.2 AA, automated) and QA at four screen widths
• Portfolio media: stills, full-page captures, scroll video, OG image, brand board