Vogue Business | Archrival: Gen Z Report
Client
Vogue Business | Archrival
Deliverables
Interactive Editorial Report
Results
Noomo collaborated with Archrival and Vogue Business to design and build a WebGL-powered, story-driven page that visualizes how Gen Z shop in a world of “doom-shopping,” infinite scroll, and over-engineered convenience. The result is a new digital universe that lives comfortably between fashion editorial, experimental web design, and social-native content.
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Goals
The brief from Archrival was clear:
- Build a visually rich, hyper-engaging report that mirrors the chaotic, fragmented energy of Gen Z internet culture.
- Make dense research and editorial copy feel approachable, scannable, and actually fun to scroll through.
- Design “screenshot-ready” moments, cards, and layouts that look great behind talking-head videos on TikTok, LinkedIn, and Reddit – and encourage organic sharing.
- Honor Vogue Business’ editorial sophistication while carving out rebellious pockets of Gen Z culture within the page.
The editorial story itself pushes an important tension: shopping has become so optimized, convenient, and data-driven that it has lost its soul. Gen Z want friction, meaning, and magic back – through IRL experiences, curation, and community. The web experience needed to make that emotional shift tangible, not just readable.
Audience
Global fashion, beauty, lifestyle, and media brands, plus marketers and strategists focused on Gen Z.
Visual and motion language – chaos with clarity
The creative direction leans into contrast instead of perfection:
- Editorial frame, internet-native core
Vogue-inspired black-and-white layouts and generous negative space frame windows filled with overflowing closets, lo-fi captures, packaging piles, and pixel elements – a visual metaphor for overconsumption and doom-scroll culture. - Font mashup and hybrid imagery
Classic serif and modern Vogue sans serif sit alongside expressive script and pixel typography. 8-bit nature illustrations live next to realistic photography, reflecting a generation with one foot in the physical world and one in the digital. - Tactile, emotional interactions
Hover, scroll, and drag states feel almost physical: glitch reveals, parallax, and micro-animations make friction, guilt, FOMO, and “finding the magic again” something users feel, not just read. Motion is choreographed to stay fluid and comfortable over a long, content-heavy page.
Data visualization follows the same philosophy: modules are legible first and delightful second. Key stats and comparisons animate as the user scrolls, and many layouts are designed to be perfectly “screenshot-ready” for TikTok breakdowns, LinkedIn posts, decks, and Slack threads.
Impact for fashion and media brands
It’s early after launch, but the experience already:
- Establishes a distinct Gen Z visual universe that feels trend-forward yet unmistakably Vogue Business.
- Turns a long report into a digital object people want to share, quote, and react to – from social creators to CMOs.
- Strengthens Archrival’s position as a youth-culture partner and showcases how editorial brands can move beyond static pages into immersive, interactive reports.
For fashion houses, magazines, and lifestyle brands, this project is a blueprint for how high-end editorial, experimental web design, and research storytelling can come together in one premium, interactive experience.
Stack
- Design – Figma, Adobe Creative Cloud
- Front-end – WebGL, GSAP, custom JavaScript
- Asset generation & exploration – Krea AI, Midjourney, ChatGPT
Archrival and Vogue Business needed more than a long article for the sequel to their hit Gen Z report. The brief was to create a digital experience that feels as visually rich and chaotic as Gen Z’s feeds, while still carrying the authority of a Vogue feature. Noomo designed and built an interactive editorial website where research, narrative, and visuals live in one continuous scroll. The experience reflects Gen Z’s ‘doom-shopping’ cycle — capturing its emotional highs, lows, and contradictions — and translates dense insight into a narrative that fashion and media leaders genuinely want to read, discuss, and share.
The visual direction embraces contrast over perfection: a clean, Vogue-inspired editorial frame holds messy, internet-native worlds of overflowing closets, lo-fi captures, packaging piles, and pixel details. 8-bit illustrations of leaves, flowers, and landscapes appear next to realistic photography and product shots. This hybrid imagery mirrors a generation living with one foot in the physical world and one in the digital – thrifting IRL while shopping via influencers and algorithms.
Imagery, glitch overlays, and cards respond to hover, drag, and scroll with a sense of physicality – stretching, shaking, revealing, or “snapping” into place as if the user is manipulating real objects, not just pixels.
Micro-animations and hover states inject surprise and delight (think: flickering glitches, looping GIFs, directional parallax), while the overall scroll remains smooth and controlled so long-form reading never feels like a chore.
Certain sections intentionally mirror the visual languages Gen Z moves through every day — Pinterest-style grids, Instagram-like swipeable stories, and stacked tweet or TikTok cards. These echoes pull the reader into the digital universe where Gen Z’s behaviors actually unfold, while still grounding the entire experience in the Vogue Business world. This website brings Vogue-level editorial design, motion, and data into one clear, immersive story. A focused Gen Z experience for fashion and media brands that want their reports to look premium, feel easy to explore, and be ready to share.
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