The evolution of luxury fashion brands' web designs

This study aims to examine the transformation of web design in luxury fashion brands between 2015 and 2025. In an era where digital presence has become increasingly significant, web design has evolved from a mere visual presentation into a strategic tool that reflects brand identity and enables user interaction. The research analyzes the homepage interfaces and digital experience platforms of ten selected luxury fashion brands (Dior, Gucci, Chanel, Armani, Burberry, Rolex, Prada, Tiffany & Co., Ralph Lauren, Versace) in the specified two periods. These interfaces are examined through Roland Barthes' semiotic method, focusing on elements such as color palette, use of negative space, minimalism, and hyperreality. Findings indicate a notable increase in minimalist design elements in 2025 compared to 2015, along with a more visible presence of hyperreal representations within digital experiences. Although the brands strive to maintain their distinctive digital identities, the results reveal a converging aesthetic language shaped by global user expectations. This study contributes to the fields of visual communication and digital design by interpreting this transformation within the theoretical framework of minimalism and simulation theory.