This originally appeared in Show notes, GQ staff member of Samuel Hine Fashion Week newsletter. For more similar stories, click the link above and subscribe.
Yesterday, a fashion supernova named Yeezy Gap was officially sold out. In one memo for staffGap CEO Mark Breitbard confirmed that the brand will “end” its partnership with Kanye “Ye” West, after Ye’s attorney sent Gap a termination notice earlier in the day. that day. According to that notice, Ye claimed a breach of contract, after a tumultuous few weeks when he demanded, among other things, that Gap throw their main products into stores and supply every outlet with Yeezy Gap. In a memo to employees, Breitbard wrote: “While we share a vision of making high-quality, trendy, functional design for everyone through a unique omni experience with Yeezy Gap, but the way we work together to realize this vision is heterogeneous. “
Ironically, at the same time Ye’s lawyers were working to free him from his Gap contract, Ye was busy promoting the upcoming Yeezy Gap release. To be more specific: he’s in the selfie block.
The so-called “selfie block” is the site on which the latest (and now possibly last) Yeezy Gap campaign is taking shape. Earlier this week, rumors began circulating that downtown models and small art world influencers — the type who can always book a table at Lucien — were receiving direct messages from Young staff of Yeezy Gap, invited them to take part in a photo shoot for the new “Yzy Shdz.” You’ve probably seen OSHA-approved metal sunglasses-like sunglasses from outer space, on Instagram: Ye debuted the design with a Nick Knight lens-capable portfolio. one Candice Swanepoel bald head.
The latest thrust of Shdz’s introduction seems to be focused on underground creators residing in downtown NYC. According to two such participants, those who accepted the DM’s invitation were given the time and address of a photo studio in the West Village. Upon arrival, they were invited to style themselves in dark Yeezy Gap sunglasses and clothes, and then send to selfie block—A silver box was erected in the center of the room. Inside, they were given an iPad and had about 30 minutes to take as many selfies as they wanted. According to the staff managing the cube, Ye would review the movies and choose his favorite. Most recently on Tuesday, between several appearances at New York Fashion Week, Ye personally invited people to dance in the cube (Anna Wintour and Chris Rock among them).
Yzy Shds’ effort says a lot about Ye’s amazing instincts about how to harness social media to fulfill her creative goals. He wants to make products for people, and he’s making the idea—if not the reality—feel real by designing a campaign starring the actors you have. may have common followers. It’s an approach that reflects Demna’s lasting influence on Ye’s process. Remember when Balenciaga’s Instagram was turned into a concept art project, populated by the scariest people you’ve seen in Clandestino? One of the participants I spoke to, who requested anonymity, said that some models with large followings had been invited to join the campaign, but most of the others were stylish kids. and don’t shout “influencer”. (The gig was unpaid and participants signed an NDA.) It also represents the sometimes conflicting purpose of Ye’s grand vision and obsession with detail. Just a few days before he went on CNBC to publicly reject Gap, he scrolled through iPad selfies taken by models with several thousand Instagram followers… for Gap.
After Ye and Gap’s split, Times report that the brand will continue to sell the products Yeezy Gap has created. It’s not clear if Shdz is among the services, or whether Ye has attempted to give the design – and the campaign – to an independent venture. (A representative for Yeezy Gap did not immediately respond to a request for comment.) Over the weekend, activity in the selfie block appeared to have shut down. And the participants I spoke to have yet to receive their Ye-approved selfies.