Sensory Design at Holland Street

How scent, texture, and emotion shape our experience of fashion—even through a screen.

Touch—we live in a tactile-deprived society. Shopping is one of our few chances to freely experience the materials of the world firsthand. At Holland Street, we know our luxury printed silk kaftans, kimonos, and interior linens are delicious to wear against the skin.

But did you know that almost all unplanned buying is triggered by sensory cues—touching, hearing, smelling, or tasting something in-store?

So what do we do when we have an online store? Does that experience get taken away?

Yes—and no.

We’re exploring ways to ensure the full sensory experience is preserved. To experience a portion of the world using our senses—sight, touch, smell—this journey might begin the moment you receive our package. I want to incorporate a scent for each design that reflects the mood of the product. I want to introduce more sensual materials into the range, from velvet to silk satin, and my favourite: silk jersey.

Our branding is designed to be fresh yet classic. I want it to be easy to read and provoke a calming but curious mood. The soft background is chosen for neutrality, allowing our print collections to express different emotions—ranging from daring to empowered, cocooned, and soulful.

We want our customers to feel the beating heart of Holland Street, while retaining a simplicity and openness for personal interpretation. Our latest campaign, The Art of Noticing, is a reminder that something truly beautiful and wholly sensual can be right under our noses—we just need to be able to see it and enjoy it.

SHOP our sensual silk kaftans today.