The Freesoul website takes up the Italian fashion label’s key visual: an angel who visits earth and who ends up extending its stay. Not a sacred figure, of course, but an unconventional angel with an independent mind, who provides many points of identification for the target group of young women under 25. The design language of the website reflects this attitude: the graphical elements seem to be scribbled by hand. Instead of the usual menu items 'Home' or 'Collection', there is 'Earth' and 'Angel’s Look', and by searching for an authorised retail store, the angel takes a quick flight around the globe.