Songe Canada: AI Fashion E-Commerce Website Design

Songe is an AI personal stylist that shops 12,000+ fashion houses through a single conversation. For Canada we kept the editorial brand and conversational UX, then changed what matters: Canadian spelling (colour, centre, -ize), CAD pricing before tax, Canadian places (Muskoka, the Okanagan, Tofino, Montréal), and PIPEDA with Quebec Law 25. The result is a fashion discovery platform that feels at home from Toronto to Vancouver.

Project facts

• Client: Songe Inc. (fictional)
• Sector: Fashion & luxury e-commerce, AI
• Markets: Canada, with a French (fr-CA) edition planned
• 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 Songe edition
• Stack: Hand-built HTML, CSS and vanilla JavaScript; one strings file and one theme file per market

The brief

Editorial fashion, Canadian spelling

Canada is not a copy-paste market. The edition starts from the US site, then applies Canadian English and swaps the references that signal place: a Muskoka wedding instead of Nantucket, the Okanagan instead of Napa, Tofino instead of Positano, Montréal instead of Copenhagen. Prices are in CAD and shown before tax, with GST/HST noted. The legal layer changes too: PIPEDA and Quebec Law 25 replace US privacy language, CASL requires express consent for email, and the terms are governed by Ontario law. The AI stylist stays the same; the wardrobe and the paperwork become Canadian.

Designing for Canada

What actually changed between the US and this edition

• Story - US edition: Nantucket wedding, Napa in May · Canada: Muskoka wedding in June, the Okanagan in May
• Spelling - US edition: color, center, organize · Canada: colour, centre, organize (Canadian -ize kept)
• Currency - US edition: $400 · Canada: $400 CAD, before tax, with GST/HST note
• Places - US edition: Positano, Copenhagen, Hudson · Canada: Tofino, Montréal, Niagara-on-the-Lake
• Legal - US edition: US privacy policy, state law · Canada: PIPEDA + Quebec Law 25, CASL consent, Ontario governing law
• Address - US edition: US address · Canada: 220 King Street West, Toronto ON M5H 1K4
• Look - US edition: Raspberry and cobalt · Canada: Cool mist, deep red and warm sage; Source Serif 4 + Inter
• Units - US edition: Imperial · Canada: Metric for measurements (cm), imperial for height in conversation

Brand adaptation

The same Songe, with a local accent

The Canadian edition keeps the magazine feel but cools it down. A misty blue-grey canvas (#E1ECEC) and near-black ink (#14191F) give a calm, civic confidence. The raspberry accent becomes a deep, restrained red (#b3261e) used for emphasis and AI moments, with a warm sage (#efdfdf) for soft panels. Source Serif 4 and Inter replace Fraunces and Jost: the serif is still editorial, the sans is more neutral and highly legible. The Songe wordmark and the italic descriptor stay.

Homepage and key journeys

The homepage opens with a full-bleed Ottawa street portrait and a composer that asks what you are looking for. The typewriter prompt cycles Canadian requests: a Muskoka wedding in June, a gallery opening under $600 CAD, easy layers for a week in Montréal. The four-step method (Explore, Chat, Save, Refine) is unchanged. The occasion grid now leads with an Okanagan wedding in May, a Tofino vacation wardrobe, and a weekend in Niagara-on-the-Lake. The most distinctive flow is the prompt library: click “a vacation wardrobe for Tofino” and the page scrolls to the composer, which fills with the request and returns an editorial reply with shoppable pieces priced in CAD.

Compliance, accessibility and trust

• Privacy policy under PIPEDA, with Quebec Law 25 noted for Quebec residents and the Office of the Privacy Commissioner of Canada as the complaint route.
• Express, unticked consent for commercial email, as CASL requires.
• Terms governed by the laws of the Province of Ontario, with binding individual arbitration and small-claims court exception.
• Accessibility statement referencing AODA and WCAG 2.2 AA.
• 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