The new Balenciaga e-commerce layout for mobile.
BARE BONES: Not content with challenging the codes of luxury fashion, Demna Gvasalia is rethinking the rules of e-commerce.

While other brands add ever-more sophisticated content to their online shopping channels, Balenciaga is coming out with a stripped-down version of its site. Gvasalia is creative director of the Paris-based brand, in addition to his label Vetements.

The new, which rolls out today on all devices, features a bare-bones menu inspired by an Excel sheet, designed for ease of use.

“Organized as a plain-view portal for ready-to-wear and accessories, it removes all the visual obstructions and useless distractions between the shopper and the purchase. Each click brings you closer to the product,” the brand said.

The e-commerce site, originally launched in September 2008, ships to 95 countries worldwide and will add five more in March: United Arab Emirates, Lebanon, Kuwait, Saudi Arabia and Qatar.