Global – Kanye West has collaborated with Nick Knight on an immersive retail environment for Yeezy Supply.
The site features waiting rooms for the latest product drops, alongside real-life models who try on outfits for browsing customers. While many existing 3D models on e-commerce platforms have limited functionality, the Yeezy site allows customers to experiment with styling and even explore the back stories of the models. The aesthetic approach toys with Netstalgia, featuring oversized, layered images and eschewing black and white tones.
‘There is something interesting in the idea of having clothes that have personality because of who’s been wearing them,’ explains Knight. ‘[Kanye] wanted the site to feel beautiful in its simplicity, so he asked me to create a site that had no words on it, because we are not all English-speaking, or we’re not all based in America or Europe.’
With consumers increasingly shifting their fashion discovery to online environments, retailers are innovating with visual-first Digital Store Fronts.