Ye is taking Yeezy Gap to Times Square

On Thursday morning, Ye’s Yeezy Gap line will be available to buy in person for the first time, at a special pop-up inside the Gap flagship store in New York City in Times Square. Space, according to a press release, “has been restructured and distilled into its most essential form in Yeezy Gap designed by Balenciaga“a vision of pragmatic design”—and, judging from a video posted to Instagram announcing the release, can only highlight a pile of mountain clothes placed on a dark, monochrome composition. other simple.

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The press release continues: “The penetration of Gap stores,” fulfills the vision to deliver Yeezy Gap design on a larger scale, “keeps both Ye and Balenciaga creative director DemnaTheir shared interest in functional fashion and widening the reach of luxury design. The selection will include many dove motifs from the first Yeezy Gap Engineered by Balenciaga collection, first sold online in February.

Ye and Gap made the pop-up announcement on Wednesday through a posted concept ad a new Yeezy Instagram account, is the first official account for the brand. The placement is directed by Thyago Sainte who used to take pictures Right Donda 2 live presentation and Balenciaga’s fall 2022 runway show, and the creation was directed by Betsy Johnson, who hooked up with the French fashion house after meet Demna while working Right Donda listening event. The clip, creepy and dry, features a wordless retail transaction between two hooded, masked figures (who have dressed like Ye and Demna in recent months) inside a dark room that feels like like a large area, standing in front of the aforementioned mountain of clothes.

Ye and Demna, who have become regular collaborators, are both populists, interested in subverting the fashion establishment’s notions of luxury and accessibility. That’s why Ye has long been passionate about the biggest of the big brands like Gap, Apple, and Disney, in addition to the CEOs and founders behind them — for him, the ability Disseminating a product widely is just as important to its value as its design. (In a way, buy To be art.) Last week, Ye posted Google Image screenshot by Gap Inc president Bob Martin. on Instagram along with a caption recounting a recent call he made with Martin and other Gap executives. “I go to Gap to bring good products directly to stores,” he wrote. “We had our 2 biggest sales days [sic] in Gap history since I was there. We sold $14 million worth of perfect black hoodie for $80 a discount hoodie a television advertisement was run once. I come to Gap to always bring people good quality products”.

The Times Square pop-up opens at 10 a.m. Eastern time in Manhattan. In addition to the retail location, the first Yeezy Gap Engineered by Balenciaga collection will still be available for purchase on the Yeezy Gap and Balenciaga online stores, as well as on the global e-comm platforms led by Balenciaga in partnership with Farfetch , Mytheresa and Luisa Via Roma.

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