Mirage: AI Fashion E-Commerce Website Design for Australia
Mirage is an AI personal stylist that shops 12,000+ fashion houses through a single conversation. We created the brand, the conversational shopping experience and a motion-rich, multi-market website for it.
Mirage is an AI personal stylist that shops 12,000+ fashion houses through a single conversation. We created the brand, the conversational shopping experience and a motion-rich, multi-market website for it. This is the Australian edition: the same design system, localised for Sydney, with A$ prices including GST, Australian spelling and seasonality, and a privacy policy built on the Privacy Act 1988.
Project facts
- Client: Mirage Pty Ltd (fictional)
- Sector: Fashion & luxury e-commerce, AI
- Markets: Australia, with Sydney as the home market
- 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 Mirage edition
- Stack: Hand-built HTML, CSS and vanilla JavaScript; one strings file and one theme file per market
The brief
Australian fashion language, not American with sunshine
Australia shares English with the US edition, but its fashion vocabulary and retail rhythm are its own: A$ prices including GST, Pty Ltd not LLC, summer in December, and a styling calendar that runs from a Byron Bay wedding in June to a Noosa holiday in January. The copy uses Australian spelling (-ise, colour, favour) and metric sizing, and the legal pages are rebuilt around the Privacy Act 1988 and the Australian Privacy Principles.
Designing for Australia
What actually changed between the US and this edition
- Currency - US edition: US$ prices · Australia: A$ prices including GST, e.g. A$685 for the Column Slip Gown
- Entity - US edition: LLC · Australia: Mirage Pty Ltd, with a Surry Hills, Sydney address
- Legal - US edition: FTC and US state privacy law · Australia: Privacy Act 1988 (Australian Privacy Principles) and OAIC complaint route
- Places - US edition: Napa, Nantucket, Positano, Hudson, Copenhagen · Australia: Barossa Valley, Byron Bay, Noosa, Hunter Valley, Queenstown
- Seasonality - US edition: Northern-hemisphere calendar · Australia: Summer Dec–Feb (Christmas on the beach), winter Jun–Aug, EOFY sales in June
- Spelling - US edition: American (-ize, color, favor) · Australia: Australian (-ise, colour, favour), 'program' for all senses
- Sizing - US edition: Inches and US sizes · Australia: Centimetres and Australian sizes, e.g. model 175 cm wearing S
- Look - US edition: Cool white-grey, raspberry and cobalt; Fraunces + Jost · Australia: Sun-bleached sage and paper, warm brown accent; Gambetta + General Sans, 20px radii
Brand adaptation
The same Mirage, with a local accent
The Australian edition keeps Mirage's editorial logic but changes its climate. The canvas shifts from cool white-grey to a sun-bleached sage (#DDE7DD), with warm paper panels, near-black ink and a warm brown accent (#8b5b28) for emphasis and AI moments. Gambetta, a soft high-contrast serif, replaces Fraunces for headlines, and General Sans replaces Jost for body text. Corner radii grow to 20px, so the interface feels more relaxed and outdoorsy, closer to a coastal magazine than a software product.
Homepage and key journeys
The homepage opens with a word-mask headline and a composer that types real Australian requests: Something sculptural for a gallery opening. Under A$600, nothing too precious. The four-step method (Explore, Chat, Save, Refine) is unchanged, but the occasion grid now leads with a Barossa Valley wedding in May, a Noosa holiday and a rooftop party in January. The most distinctive flow is the prompt library on Explore: a shopper taps a holiday wardrobe for Noosa, the composer fills, and the stylist replies with 14 options and a follow-up question about shoes that will survive the lawn.
Compliance, accessibility and trust
- Privacy policy under the Privacy Act 1988 and the Australian Privacy Principles, with the OAIC complaint route and Spam Act 2003 consent for marketing.
- Terms of Service governed by the laws of New South Wales, with binding individual arbitration except where small-claims court rights apply.
- Footer: © 2026 Mirage Pty Ltd, demo ABN, and an acknowledgement of Traditional Custodians.
- 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
hreflangsits 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
FAQ
What makes an Australian fashion e-commerce website different?
Prices include GST and are shown in A$, the legal pages follow the Privacy Act 1988 and the Australian Privacy Principles, and the styling calendar runs on southern-hemisphere seasons, from a Byron Bay wedding in June to a Noosa holiday in January.
Can one design system cover the US and Australia?
Yes. The Australian edition shares the same templates and components as the US site, but overrides its palette, fonts, currency, legal text and place names from a single locale file.