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# Finery Lets You Shop Intuitively
- URL: https://www.protein.xyz/finery-lets-you-shop-intuitively/
- Published: 2015-11-01T00:00:00.000Z
- Updated: 2016-06-16T17:22:55.000Z
- Description: Pick a jacket based on your mood
- Author: Lucy Watson
- Tags: Seeds, Fashion, Responsive, #protein, #Import 2024-06-11 13:25

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/11421/0677586c-feef-475c-a0eb-cae8b58f5de3.png)

Pick a jacket based on your mood  
Brands are becoming increasingly aware of the divide between e-commerce and physical retail, and new online-only womenswear label Finery is no exception. To reintroduce some of the intrigue and intuition that that can be lost when browsing moves from physical pieces to JPEGs, the London-based brand have created [In The Mood For](http://aw15.finerylondon.com/in-the-mood-for/?ref=protein.xyz), a sort of virtual card game.   
  
Customers are presented with a series of images – of marble sculptures, greyed-out brutalist buildings and grainy photos of vintage cars – and the ones that best match their mood are chosen before being analysed and matched with some of the brand’s products from their A/W15 collection.   
  
Finery are joining a growing number of people aiming to put emotion back into online spaces, including the creators of [Lazy Pen](https://www.prote.in/en/feed/2015/10/lazy-pen-types-your-handwriting?ref=protein.xyz) – a device that allows you to type with your own handwriting.   

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/11421/cef3582d-c0a3-4582-862e-7a3898a4f3fc.png)