Following the big news of Kanye West partnering with Gap through his Yeezy brand, the entrepreneur/music creative revealed plans for a relaunch of his Yeezy Supply online shop. The new site will continue to sell his shoes, clothes and accessories, but will do so in a vastly improved and more interactive environment.
Shoppers will be able to pick an outfit and put it on the 3D model of their choice who will walk across the scene in the outfit. Building on the digital influencer trend, the Yeezy 3D models not only have names, but also provide some details about their lives.
As part of the new of the relaunch, the brand has dropped a documentary narrated by SHOWstudio’s Nick Knight, who work with various members of his team over a period of three years to bring West’s vision to life.
One of the most compelling aspects of the documentary is how it tracks how West’s design choices over the course of three years. According to SHOWStudio, “[The site] began as one dictated by a non-artistic approach characterized by a low-fi aesthetic partly inspired by highly functional medical supply shopping sites, became inherently poetic.
“It is a website with no words, an intimate experience which features real people the user can try clothes on and learn more about, and waiting rooms for products about to drop.”
West has tapped Knight for multiple projects over the year. He directed “Jesus Is King” and also filmed Yeezy’s Season 8 show in Paris earlier this. Year. Knight also direct “Bound 2” and “BLKKK SKKKNHEAD” in 2013.
Check out the visual on the making of the new Yeezy site below.