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

By

Dominique Muret

Translated by
Isabelle Crossley

Published
Jun 22, 2020

‘Sacai the Store’ is the name of the e-commerce store launched on Friday by Japanese designer Chitose Abe. The online store ‘store.sacai.jp’ 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. 

Amongst the models we find creative entrepreneur Edison Chen and his wife, model Shu Pei, and heir daughter Alaia. Others include Colette co-founder Sarah Andelman, who is now head of consulting firm Just An Idea, and her husband, director and photographer Philip Andelman; George Clinton of the Funkadelic group and his wife Carlton; stylist Jenke Ahmed Tailly; DJ Shy One; artistic director Karl Templer who manages Sacai’s runway shows and campaigns; Fraser Cook, who directs special marketing projects for Nike; and Lucien Pagès, founder of the PR firm of the same name. 
 
A torch bearer of experimental fashion, Chitose Abe launched Sacai in 1999. Abe, who showcases her collections in Paris, made her debut with Rei Kawakubo and Junya Watanabe for Comme des Garçons. Abe is known for reinventing knitwear and for her urban hybrid style with juxtaposes volume and materials in an unexpected fashion. Amongst her upcoming projects is a highly anticipated collaboration with Jean Paul Gaultier which will be revealed in January.