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

Again in February, Ye confirmed off the primary drop of his Yeezy Hole Engineered by Balenciaga assortment—an offshoot of his Hole line created in collaboration with Balenciaga artistic director Demna. The advertising fell consistent with Demna’s foreboding vogue, modeled by black-morph-suit-wearing, not-quite-sentient mannequins.

Now the trio is again for a second spherical of artistic exploration, and their newest marketing campaign is comparatively heartfelt. It takes the type of a brand new music video-slash-television business for the monitor “Life Of The Occasion” off of Ye’s deluxe album Donda 2—a fan-favorite music that includes André 3000 that Ye initially left off the unique Donda EP. (An unfinished snippet had been floating across the web after Ye’s frenemy Drake leaked it again in September.) The video, which premiered final evening, includes a sequence of pictures from Ye’s childhood digitally altered retrofit him into pint-sized Yeezy Hole Engineered by Balenciaga duds. This has the impact, intentional or inadvertent, of creating the digitized younger Ye look loads like his personal kids—who, like each of their dad and mom, usually put on head-to-toe Balenciaga. Within the music, Ye and André each communicate on to Ye’s late mom Donda West, for whom his album is known as, making it particularly poignant for him to launch the music video yesterday on Mom’s Day. 

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A 30-second model of the video aired as a business on Fox throughout final evening’s episode of Household Man, which has featured a number of unofficial Ye visitor appearances over time. (For what it’s value, Ye has stated that his favorite show is Rick and Morty.) In the meantime, the video additionally occurred to drop the identical day as one other eerie deepfake music video: Kendrick Lamar’s “The Coronary heart Half 5,” during which the rapper’s face CGI-morphs into the faces of different well-known Black males together with Kobe Bryant, Will Smith, Nipsey Hussle, and…Ye himself. 

Oh, proper, the garments: primarily based on the video, we are able to the subsequent spherical of Yeezy Hole Engineered by Balenciaga to incorporate a black sweatshirt and puffer shell just like the blockbuster hoodie and “spherical jacket” from Ye’s solo collab with Hole, in addition to a quarter-zip shell with a Hole-branded entrance pocket, which Ye wore just lately. The brand new assortment will probably be obtainable for buy on the Yeezy Hole web site, in addition to the posh e-comm platforms Farfetch, Mytheresa, and Luisa By way of Roma, beginning Might 25.

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