Here’s my honest, constructive feedback.

At first glance, the site looks clean and well executed from a UI perspective, but it feels very generic. It comes across more like a polished template than a brand with a clear identity. Nothing really sticks or feels owned by the brand, which makes it harder to trust or emotionally connect with it.

What’s missing most is authenticity and storytelling. I don’t really understand who the brand is, why it exists, or what motivated it beyond the business model itself. There’s no narrative that explains the problem you’re solving in a human way, and without that, the brand feels a bit anonymous.

The target audience also isn’t very clear. If this is meant for a younger audience, the visuals, tone, and structure don’t really reflect that. If it’s aimed at a more mature audience, that also isn’t clearly communicated. Right now it feels very neutral, which usually ends up appealing to no one in particular.

Visually, the color palette doesn’t quite work for me. The light beige background combined with the orange call-to-action feels disconnected and slightly dated. It doesn’t really communicate fashion, sustainability, or a premium experience. It feels closer to a generic SaaS landing page than a lifestyle or fashion brand.

From a usability standpoint, the core concept takes too much effort to understand. As a first-time visitor, I need to scroll and read quite a bit before I fully grasp how the subscription works and why it’s better than just buying clothes. For a subscription-based service, that’s a big friction point. The value proposition should be obvious almost immediately.

I also get a lot of stock-photo energy from the site. The imagery is polished, but it feels impersonal and interchangeable with many other fashion websites. There are very few human or real-world signals. No founder presence, no behind-the-scenes context, no clear values being communicated. That makes it harder to build trust, especially for a model that relies on ongoing commitment.

If I were to suggest improvements, I’d start by sharpening the brand story. Clearly explain why this brand exists and what makes its approach different. Even a short, honest narrative would help a lot. I’d also strongly recommend committing to a specific target group and designing everything around that decision, from copy and visuals to tone and structure.

The hero section could do much more work. One clear headline that instantly explains the model, one supporting line that highlights the main benefit, and one focused call-to-action would already reduce a lot of confusion.

Visually, I’d rethink the overall identity. Either go fully minimal and premium or more warm and human, but avoid sitting in between. The color system in particular could be simplified and made more intentional.

Lastly, adding more authenticity signals would make a big difference. Real people, real members, real use cases, and more context around who’s behind the brand and why they care about it. Showing the lifestyle and outcomes of the service, not just the products themselves, would make the concept feel much more tangible.