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MERIT
A Riyadh fashion label: a fitting room where the model puts on the jacket you pick, a complete store, and an Arabic site written in Saudi dialect, not translated.
- Industry
- Fashion · E-commerce
- Type
- Fashion store + virtual fitting room
- Year
- 2026
- Services
- Brand identity, Art direction, Web development
Client project — designed, built and launched by SIMA.
Overview
MERIT is a contemporary Riyadh label making tailoring, outerwear and knitwear in small runs. The brief: a store that feels like walking into the shop, where you try the clothes on before you read about them.
The challenge
Online, clothes are flat photos on a grid. The site had to show how a jacket really sits on the body, carry a full shop (filters, bag, sizes, stock), and speak to Saudi customers in their own Arabic.
The concept
The Fitting Room: the model stands in front of a giant logotype, and clicking a jacket plays him putting it on, swapping it or taking it off. The clips were generated with AI video, then stabilised and cut out frame by frame so he stands inside the page. Then come a jacket anatomy with a loupe, a campaign film that plays as you scroll, and the logotype poured in liquid metal.
Design
Black, warm white, stone and graphite; a heavy grotesk and a custom liquid MERIT logotype. The Arabic site is its own voice: Jomhuria for headlines, collections named by meaning (الأساس، الفناء، الفهرس) and copy in white Saudi dialect.
In the client’s words
★★★★★
“كان مهم بالنسبة لي إن موقع MERIT يعكس شخصية البراند، وكل تفصيلة فيه تكون لها علاقة بهويتنا. هذا أكثر شيء عجبني في شغل سمة، فهموا التوجه اللي أبيه واهتموا بطريقة عرض القطع والخطوط والحركة داخل الموقع. التواصل معهم كان واضح وسهل، وكان فيه اهتمام فعلي بملاحظاتي. بالنهاية طلع الموقع بروح MERIT وبالشكل اللي كنت أتخيّله.”
Key interactions
- 01
The Fitting Room
Pick a jacket and watch the model put it on.
- 02
Jacket anatomy
Hotspots and a loupe explain every seam and pocket.
- 03
A real store
Filters, sizes, stock, bag and wishlist, with a clear note that nothing is charged.
On every screen
Desktop
Mobile
Technologies
- Next.js
- GSAP
- WebGL shaders
- Alpha video
- Tailwind CSS
- TypeScript
Live demo
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