It was a pleasure to develop the new website for B.M.Huisman, a fresh Utrecht-based fashion label founded by Bianca Huisman. This project allowed me to build a custom, content-rich platform that perfectly complements her artistic vision and unique approach to classic menswear tailoring. I’d like to share a look at the brand and the work we accomplished together.
B.M.Huisman – Classic Menswear Tailoring Through a Playful Lens
Utrecht, Netherlands – B.M.Huisman is a new fashion brand founded by Bianca Huisman, a graduate of the Academie Minerva with a Master of Arts in Fine Art and Design, focusing on Interrelational Art Practices. Her work as an embedded artist within the fashion image creation field explores the intersection of the professional and private lives within the industry, investigating themes of hierarchy, performance, and ownership.
This artistic foundation directly informs the brand’s ethos. B.M.Huisman is predominantly focused on classic menswear tailoring, but approaches it through a playful, creative lens. The brand emphasizes tradition without limiting creative expression, forming silhouettes by taking fragments of everyday life and finding inspiration in nostalgia. Bianca experiments within the familiar framework of garments we all recognize—jeans, suits, overcoats, and button-up shirts—while adding a contemporary, artistic twist.
The brand is set to present its debut collection, “SS27 1.0,” in late June 2026, with a Paris showroom from June 23-26, 2026, at 1 Passage du Jeu Boules in the 11th arrondissement.
Central to the brand’s presentation is the concept of “Looks” – complete outfits or style collections presented as WooCommerce product categories. Each Look can contain multiple products that together form a complete ensemble, moving beyond selling individual pieces to offer a curated style narrative.
The Website Project
The website is built on WordPress using the OnePress theme with a custom child theme. The primary goal was to create a platform that not only showcases the brand’s unique identity but also provides Bianca with full control over her content without needing to touch code.
A key achievement is the comprehensive custom shortcode system I developed. The homepage is built using four custom shortcodes: a horizontal ticker for announcements, a Looks grid that displays curated outfit collections with image carousels, an About preview that automatically pulls content from the About page, and a product grid that showcases items from the WooCommerce shop. Each shortcode comes with its own dedicated settings page, allowing Bianca to easily change colors, layouts, text, and which Looks or products appear – all from the WordPress admin.
For the Looks page, I built an interactive product preview system. When visitors hover over a Look (desktop) or tap it (mobile), a popup appears showing all the products within that outfit. They can then click directly on any product to view or purchase it. Looks without products display a beautiful image carousel instead, making the site engaging even before the full collection launches.
I also developed a custom contact form system with a popup modal that appears when visitors click any email address on the site. The form includes a consent checkbox linked to the Privacy Policy, and all emails are sent reliably via SMTP. The system is fully configurable through its own settings page, with options for colors, field labels, success messages, and recipient addresses.
Additional custom features include a product hover effect showing a second image for better previews, category badges on the shop page, a footer manager with account and newsletter shortcodes, a cookie banner, and an under-construction mode for the pre-launch period. The website uses only essential and functional cookies – no tracking or marketing cookies are currently used, reflecting a commitment to customer privacy.
To ensure Bianca can manage her site with confidence, I provided a comprehensive 30-part manual covering everything from the glossary to detailed instructions for every shortcode and snippet. Automatic daily backups and the Siteweb87 Support Request System are in place as a safety net – she can experiment freely, knowing she can never permanently break her website.
The new website is now live at https://bmhuisman.nl, serving as the digital home for B.M.Huisman as the brand prepares for its Paris debut.
