Kanye West’s New Video Is Also a Commercial for His Next Yeezy-Gap-Balenciaga Drop

Lynn Imbier

Again in February, Ye confirmed off the 1st fall of his Yeezy Gap Engineered by Balenciaga collection—an offshoot of his Gap line made in collaboration with Balenciaga imaginative director Demna. The marketing fell in line with Demna’s foreboding manner, modeled by black-morph-suit-putting on, not-quite-sentient mannequins.

Now the trio is back again for a second round of imaginative exploration, and their most up-to-date campaign is somewhat heartfelt. It requires the variety of a new audio video clip-slash-tv industrial for the track “Life Of The Party” off of Ye’s deluxe album Donda 2—a admirer-favored song showcasing André 3000 that Ye to begin with remaining off the first Donda EP. (An unfinished snippet experienced been floating all over the net right after Ye’s frenemy Drake leaked it back in September.) The video, which premiered final night, characteristics a collection of shots from Ye’s childhood digitally altered retrofit him into pint-sized Yeezy Gap Engineered by Balenciaga duds. This has the effect, intentional or inadvertent, of building the digitized young Ye look a lot like his very own children—who, like each of their mothers and fathers, typically have on head-to-toe Balenciaga. In the music, Ye and André the two converse straight to Ye’s late mother Donda West, for whom his album is named, making it in particular poignant for him to release the tunes video clip yesterday on Mother’s Day. 

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A 30-second variation of the video clip aired as a industrial on Fox throughout past night’s episode of Loved ones Dude, which has showcased several unofficial Ye visitor appearances more than the several years. (For what it’s really worth, Ye has mentioned that his favored demonstrate is Rick and Morty.) Meanwhile, the video also took place to drop the same working day as another eerie deepfake songs video: Kendrick Lamar’s “The Heart Element 5,” in which the rapper’s facial area CGI-morphs into the faces of other famous Black men such as Kobe Bryant, Will Smith, Nipsey Hussle, and…Ye himself. 

Oh, proper, the clothing: centered on the movie, we can the future round of Yeezy Hole Engineered by Balenciaga to involve a black sweatshirt and puffer shell very similar to the blockbuster hoodie and “round jacket” from Ye’s solo collab with Gap, as properly as a quarter-zip shell with a Gap-branded entrance pocket, which Ye wore recently. The new assortment will be available for buy on the Yeezy Gap website, as well as the luxurious e-comm platforms Farfetch, Mytheresa, and Luisa Via Roma, beginning May well 25.

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