A New Vision for Fashion Online Shopping

More or less, most shopping sites follow the same basic format, which relies on scrolling or filtering through products to discover new items—and Yeezy Supply introduces an online experience that flips traditional e-commerce on its head.

The artful experience was created to “make the Internet a more humane place,” according to Nick Knight, who worked as West’s creative partner on the design of the website. Knight, as a fashion photographer and filmmaker, created a short film that documents the three years it took to fully realize West’s vision.

Rather than seeing static product images, shoppers will see 3D models walks across the screen, and products can be clicked and dragged to have a virtual model try it on.

The experience also lets consumers learn more about the models, including their favorite foods or notable life experiences.