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SARAB
A fictional desert fashion label: a 4K film that pulls back from the cloth to the desert as you scroll, and a complete store in Arabic and English.
- Industry
- Fashion · E-commerce
- Type
- Fashion store with a scroll film
- Year
- 2026
- Services
- Art direction, AI photography and film, Web development
A concept project of our own, designed and built by SIMA to show what we can make for brands in this industry. It is not client work.
Overview
A self-initiated concept, not client work. SARAB is an invented brand: the pieces, photographs and film were made with AI for this demo, and the store says so before the payment step.
The challenge
Fashion sites often choose between a beautiful campaign and a store that sells. SARAB had to be both: a film worth watching on the first screen, and sizes, colours and "Add to bag" one click away.
The concept
Sarab means mirage: what looks like sand is cloth. The film opens on the wool of a coat, pulls back to the woman wearing it on a dune at dawn, and ends with the logotype in the sky. While she is on screen, a small tag links straight to the coat.
Design
Sand, bone and navy; Bodoni Moda and Noto Naskh Arabic for headlines, Readex Pro for everything else. The pieces are named after Saudi places and winds (Dahna, Najd, Shamal), and the Arabic is written the way Saudi stores write, not translated.
Key interactions
- 01
The scroll film
121 frames from two 4K clips, moved by the scroll.
- 02
Card to product page
The card photo grows into the product page, and any photo opens full screen.
- 03
A real store flow
Colours, sizes, size guide, bag and a demo checkout, with no payment taken.
On every screen
Desktop
Mobile
Technologies
- Next.js
- Canvas
- View Transitions
- Lenis
- Tailwind CSS
- TypeScript
Live demo
Want something like this for your company?
Tell us what you sell. You’ll get a clear price and timeline within one business day.
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