A+E GLOBAL MEDIA: EDITORIAL WEB
Lifetime @ New York Fashion Week
New York Fashion Week is one of the most photographed events in the world - all of it is relentlessly documented. The stories that don't get told are the ones happening just out of frame.
As longform editorial storytelling became a strategic priority for the digital media team at A+E Networks, Lifetime's presence at NYFW became the opportunity to go somewhere the cameras usually don't. "Behind the Seams" was the result: an editorial web experience centered on the craftswomen whose work makes fashion week possible. Beautiful photography and video clips help tell the stories of tailors, pattern makers, makeup artists, security guards, and designers working without marquee recognition to support the biggest names in the industry. Even a fashion muse.
The brief was clear, the timeline was short, and the design team went all in - collaborating across departments to bring the piece to life in time for the event. The result was a mobile-first, fully responsive editorial experience that matched the energy and visual ambition of its subject.
Responsive layouts - mobile, tablet, desktop.
Designed mobile-first and scaled upward, the experience translated cleanly across every screen size without sacrificing the visual impact that a subject like fashion week demands. The layout held its editorial integrity whether viewed on a phone at the shows or a desktop back at the office.
Full-screen photography and white space created a premium experience across devices.
Full-bleed photography and generous white space defined the aesthetic. The design made a deliberate choice to step back and let the images command the experience, creating a premium editorial feel that felt native to the Lifetime brand and appropriate for the fashion context. Type was kept minimal; the photography did the storytelling.
Each profile combined portraiture and video clips to bring the women's stories to life with texture and intimacy. The editorial pacing moved between reading and watching naturally — giving each subject room to breathe while keeping users engaged deeper into the piece.
Interior story screens — photography and video.
