Fashion website concept · KALTE
The 360 Rack
The hero is a jacket turning on a loop, full screen. Pick another from the two waiting at the side and the film, the name and the price swap in front of you.
This is the real website, not a video. Scroll inside it and watch the lineup move.
Technical outerwear sells on construction, and construction shows when the garment turns. This concept makes the turn the hero and the colourway a single press.
How it works
The whole hero is a film of the model turning a full circle in the jacket, playing on a loop behind a transparent header. The big condensed headline is the jacket's name. At the right edge two tall photographs show the other two jackets on the model. Press one and it becomes the hero: its film starts turning, the headline, colour, code, description and price change, and the jacket that was in the hero takes its place at the side, so there are always two waiting. Below, the collection is shot on one line: four men cropped to the same framing from wider shots, standing at the same height like a product shoot, with name, fabric, colour dots and price. Three material close ups follow, then the brand name as an outlined wall.
Who it fits
The demo is a fictional outerwear label, KALTE, with the Cold Front 01 series in glacier grey, pine green and deep navy, plus a four piece collection and three fabric close ups. Steel blue throughout, tall condensed type, small mono labels.
Why it sells
One full screen film outsells a grid of thumbnails because it answers the question a buyer actually has, how does it look from behind, before they ask it. Keeping the other colours on screen as two tall photos means the choice is always visible and one press away.
Common questions
Why a looping film instead of a photo?
A jacket is judged from the back and the side as much as the front. A continuous turn shows all of it without the visitor doing anything, and it keeps the page moving the moment it opens.
How were the four models lined up?
They were shot in wide frames at the same scale, standing in the centre. One centred portrait crop at full height puts every man on the same baseline, so the jackets can be compared against each other.
Is the film heavy?
Each turn is six seconds, encoded small and muted, so the three films together weigh less than a few photographs. Only the chosen one plays; the others wait paused.
What else suits this?
Anything that turns: footwear, bags, helmets, watches, furniture. Three to five variants of one product work best, so the side rack stays short.