T
специальный проект
19 августа 2025
стильными не рождаются
энциклопедия
обновленного бренда
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Мир вокруг нас меняется каждый день, и иногда эти перемены происходят незаметно. Без громкой революции изменилась и Lamoda: стиль стал лаконичнее, тон — спокойнее, а визуальный язык — универсальнее. Собрали гид по истории изменений платформы, чтобы увидеть, как детали складываются в новую систему координат.
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реклама · ООО «Купишуз»
текст: Анна Баева
агендерность
вкус
зрелость
бренд
I. II. III. IV. V.
агендерность
вкус
Новая эстетика Lamoda уходит от привычной системы координат «для него» и «для нее». Вместо этого — нейтральный визуальный язык, в котором комфортно каждому.
Черно-белая палитра, графическая строгость, отсутствие явных «гендерных» сигналов — эта эстетика, как базовый гардероб, универсальна, в ней каждый находит себя.
Lamoda уходит от массовости в восприятии к визуальному языку, близкому миру моды. Новая задача — не впечатлять, а демонстрировать вкус. Говорить на языке образов, а не отдельных вещей.
Визуальный стиль бренда ушел от избыточности. Теперь все построено на нюансах: плотности линий, ритме сетки, соотношении цвета и пустоты. Такой подход требует внимательности — и возвращает моду в контекст. Так формируется эстетика, которая не устаревает и работает не на эмоции, а на культуру восприятия.
зрелость
Lamoda взрослеет вместе со своей аудиторией. От эмоциональной спонтанности — к выбору, за которым стоит вкус, уверенность и понимание собственных предпочтений. От быстрой моды — к капсульным коллекциям и знаковым вещам, которые служат дольше и говорят больше. От импульсивных покупок — к выбору, за которым стоит опыт.
Избирательное и осознанное отношение к деталям формирует целостный образ бренда, где каждая деталь — от соцсетей до пользовательского интерфейса — продумана и значима.
детали
цвет
типографика
логотип
визуальный язык
I. II. III. IV. V.
детали
цвет
Перемены заметны не с первого взгляда — и в этом их сила. Была проделана тонкая работа по настройке узнаваемости. Визуальный стиль Lamoda не заявляет о себе громко, но работает точно: логотип стал проще, композиция — строже, цвета — чище. Все приведено к спокойному, но выразительному визуальному языку.
В цветовой системе Lamoda нет места случайным решениям — палитра выстроена четко и сдержанно. Основой стал черно-белый контраст: он универсален, нейтрален и работает как визуальный якорь. Такой выбор подчеркивает лаконичность и зрелость бренда и помогает сосредоточиться на содержании.
Цвета теперь не отвлекают, а поддерживают: черно-белая основа и чистые дополнительные оттенки работают как фон для главного — выбора, эстетики и образа, который формирует пользователь. Цвет перестает быть эмоцией и становится инструментом: усиливает навигацию, акцентирует внимание или формирует атмосферу.
типографика
Бренд использует сочетание гротеска и антиквы (класс типографских наборных шрифтов с засечками. — Прим. The Blueprint) — это создает баланс. Гротеск обеспечивает современность и технологичность, антиква добавляет тактильность и новый культурный слой. Такое решение создает ощущение глубины и многослойности даже при минимуме текста.
Типографика помогает читать между строк. Это текст, в котором много пространства для восприятия.
логотип
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Новый логотип Lamoda — это сдержанная заявка на долгосрочную узнаваемость. В нем нет сложных форм, декоративных элементов или стилистических игр.
Из логотипа убрали все лишнее: наклон, жирность, визуальный шум. Он стал проще — за счет этого сильнее. В квадратной форме обновленного знака логики больше, чем кажется: это и отсылка к модульной системе бренда, и универсальный якорь, который запомнится надолго.
В начале своего развития бренд играл со словом «мода» через артикль La, и в этом был инструмент привлечения внимания и запоминаемости. Теперь Lamoda воспринимается как отдельное слово, поэтому в логотипе больше нет этой игры, зато есть целостность.
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единство
идентичность
система
I. II. III. IV. V.
единство
идентичность
Визуальный язык Lamoda стал полноценной системой. Теперь все собирается из модулей, как конструктор: читается с первого взгляда и легко адаптируется под задачи. Как капсульный гардероб, где все элементы работают вместе. Система делает платформу удобной — для пользователя, команды и партнеров.
В основе — предсказуемость и простота. Все, от шрифтов до цветовых акцентов, встроено в единую навигационную сетку. На любом носителе — будь то упаковка, сайт, сторис, рассылка или навигация в приложении — стиль читается одинаково. Приложение стало интуитивным, а каждая деталь в нем логична: поддержать внимание, не перегрузить, направить. Такой подход превращает систему в комфортную среду. Он работает как маршрут: интуитивно ведет к цели — выгодному и приятному шопингу.
Фирменные элементы Lamoda сегодня — это система координат. Модульная сетка, сдержанная типографика, ограниченная палитра — все это собирает бренд в единое целое.
Бренд строит коммуникацию по принципу омниканальности. От пуш-уведомлений до упаковки — везде один и тот же визуальный тон. Как и в ассортименте брендов, здесь нет случайных элементов — все сочетается между собой. Это айдентика, в которой нет визуального шума.
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преемственность
эволюция
преем-ственность
I. II. III. IV. V.
преемственность
эволюция
У Lamoda сильное прошлое — и бренд не стал от него отказываться. Преемственность стала опорой для следующего этапа развития. В новом визуальном языке узнаются старые черты: фирменная La, структурность, модульность. Все, что формировало характер бренда, теперь стало частью новой логики.
Lamoda строит на этом фундаменте новую систему смыслов и ценностей. Изменения не перечеркивают прошлое, а развивают его.
Lamoda прожила эволюцию, а не революцию. Это — движение по траектории, которую задает аудитория: взрослеющая, избирательная и даже уставшая от шума. Эволюция бренда — это путь от эмоциональности к экспертизе, от витринной яркости к визуальной сдержанности, от доступности — к уверенному выбору.
манифест:
в каждом новом имени, силуэте, оттенке мы узнаем себя, мы создаем себя, мы переизобретаем себя заново.
манифест
I. II. III. IV. V.
«в каждом новом имени, силуэте, оттенке мы узнаем себя, мы создаем себя, мы переизобретаем себя заново.»
19 АВГУСТА 2025
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