The Jessica Simpson Collection

Singer, Celebrity, or Fashion Designer? Jessica Simpson had an online identity crisis. Her fans were coming to her website for behind-the-scenes celebrity photos and up-to-the-minute updates about her fabulous life and newborn baby. But the retail customers who wanted to purchase clothing just wanted a great shopping experience without all the celebrity hoopla. Gasp was brought in to re-design the e-commerce site as a separate component of the Jessica Simpson brand personality.

Gasp gave the existing site a facelift, with more of a focus on the lifestyle of the customer. Features were added to allow for customer feedback and to provide the customer with style suggestions for related items to create an entire look.


Gasp created a new look for the website utilizing existing back-end architecture to facilitate a relatively painless upgrade. The new features proposed by Gasp were key to an improved customer experience. Gasp also suggested a new look for the Home page, involving a more environmental approach to the product photography.


Jessica's team loved the redesign so much they wanted to model the celebrity site after the e-commerce site and develop it out further.


Andreas Neumann (StarClub Ltd.), client
Harry Webber (Smart Communications, Inc.), creative direction
Harry Webber (Smart Communications, Inc.), copywriting
Angela Glenn, design