THE WHAT? Kanye West is set to unveil a new website for his Yeezy Supply clothing brand, which Fast Company describes as ‘a shopping experience unlike anything you’ve seen on the internet’.
THE DETAILS The website will feature West’s shoes, accessories and clothing lines on animated 3D models, and took three years to develop, per Fast Company.
Shoppers will be able to choose a model from a series of avatar-style 3D images featuring a variety of body types and ‘dress’ them in Yeezy Supply designs. The models were chosen from community-minded professions such as nursing, teaching and the emergency services and their narratives can be explored to boot with personal details shared at a click.
THE WHY? West’s creative partner Nick Knight told Fast Company that he wanted to make the internet a ‘more humane place’. “We’ve gotten used to the internet being a flat, two-dimensional place. But the internet is also this amazing tool that connects everybody in the world: What if we could use it to get to know the people we are looking at on the screen.”
That creative approach to the everyday is no doubt why West has enjoyed considerable success to date and why Gap has signed him up to revive its ailing sales with a Yeezy-branded line.