Abstract: This study focuses on designer brands rooted in cultural and aesthetic values, exploring how they construct brand identity in online retail and stabilize it in customers’ minds by consistently integrating a sense of “human presence” into their digital storefronts, thereby aligning the brand image with the company’s original vision. Through a qualitative study of the independent designer brand DW, this paper reveals that in e-servicecapes where face-to-face interactions are absent, brands can interweave dual narratives centered on products and designers, cultivating a unique brand aura that serves as a differentiating marker of brand identity. This study proposes a theoretical framework that explains the mechanisms of shaping designer brands with a unique aura in online retail, highlighting the critical role of designer’s creative control in maintaining this aura and resonating with customers. The findings of this study provide valuable insights into overcoming key challenges in online retail, such as conveying complex brand messages and fostering deep connections with like-minded customers.