Monday, 22 June 2020

Sacai launches e-commerce store with designer’s friends posing as models

‘Sacai the Store’ is the name of the e-commerce store launched on Friday by Japanese designer Chitose Abe. The online store ‘’ is currently only active in Japan and will be extended to the rest of the world from July. 

In addition to the brand’s spring/ summer 2020 menswear and womenswear collections, Sacai has included a line of limited edition products in the launch of its online store featuring ‘New Phase’ graphics for adults and children. The brand has also launched its collaboration with Japanese brand Undercover on the store as well as its collaboration with Nike which features the slogan ‘you can’t stop us’. The designer, who has been collaborating with the sporting goods brand for several seasons, is also preparing to launch her new ‘Sacai x Nike Vaporwaffle’ sneakers.

To give the e-commerce store a more familiar and intimate feel, distinguishing it from the usual slick online stores which tend to have a coldness to them, Abe has called on those close to her, her friends, family, and employees, who play the role of models for the site and embody the spirit of the brand. Due to the Covid-19 crisis, Abe’s loved ones took their own photos at home or in their office in a relaxed spirit. 

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