Here we present a novel approach to electrocatalyst layer design for PEMFC. Pt is conformally electrodeposited around the surface of carbon nanotubes grown on a self-standing nanofibrous electrode (NFE). We found that by combining two cost-effective and up-scalable techniques, electrospinning and electrodeposition it is possible to produce a layered electrode with tunable lacunarity and engineer the surface area distribution along the electrode thickness and in turn the Pt content distribution. It is possible to obtain an electrocatalyst with outstanding Pt exploitation and high durability while minimizing fabrication complexity. We produced hierarchical 3D electrocatalyst layers with tunable morphology that can be used directly in a membrane electrode assembly, allowing the complete exploitation of their highly porous structure, in a similar fashion to other 3D macroscopic assembly techniques.