Tokyo, Japan – Second-hand clothing store SAFARI and McCann Japan has announced the launch of ‘SECOND LIFE’, a social commerce platform created to help pass on pre-loved treasured clothing to the next fashion generation in a meaningful way.
With this initiative, McCann and SAFARI have created a new business model – adding the stories of older people’s lives to their personal possessions and selling them to the younger generation, to create a brand-new shopping experience.
Launched in March, SAFARI’s new e-commerce site SECOND LIFE, is a place where people can purchase second-hand clothes along with their unique histories. The online store positions the clothing items as cinematic masterpieces, bringing the apparel to life by telling the special stories of each item of clothing – first dates, treasured moments with friends.
Additionally, the purchaser receives their chosen item together with the “story” and a postcard with a picture inspired by the story. The item is also accompanied by a clothing label, indicating the emotional elements that constitute the story.
Talking about the initiative, Kazz Ishihara, ECD of McCann Worldgroup, said, “When we interviewed elderly people about their memories related to the clothing, their faces lit up with joy. So, we decided to use their words as prompts for an AI-generated image. The art direction is composed of soft, pastel colours to create a nostalgic, gentle and warm atmosphere.”
Meanwhile, Yusuke Tajima of SAFARI also commented, “In the course of running our vintage store, we have had many elderly people use our service. The experience has taught us that each piece of clothing contains a story, be it the owner’s memory or unique style. We felt that these stories themselves give the items value. And that is how we came to start the project. We hope that the vintage items will serve as a bridge that connects the elderly to younger generations.”
