Sunday, 11 February 2018

The start of a new year for most signifies a fresh start and an optimistic stream of goals to achieve over the next few months, however, for fashion enthusiasts, the beginning of the year means one thing and one thing only—the anticipation of Fashion Week season.

New York Fashion Week begins Feb. 8, and although a Yeezy show is not on the official schedule, all eyes will be on Kanye West and his muse, Kim Kardashian West, for their next move. 

This year, West doesn’t need a New York runway show to flaunt his Yeezy Season 6 pieces, but, “fashion week needs Kanye,” retweeted Kardashian West.

 West takes pride in his innovative displays of his art and his divergence from traditional runway shows—his last Yeezy show taking place during New York Fashion Week last year.

West uses aesthetically pleasing spaces and carefully curated formations of models to play up Yeezy’s signature washed out, earth tones and street wear based clothing, however, his diversion from runway in his new advertising concept appears to be near genius.  

Back in December, Kardashian West, wife of the Yeezy designer, was spotted at several different locations in Calabasas wearing Yeezy Season 6 as part of a strategically planned paparazzi-eqsue photo campaign to promote the new collection.

In a similar fashion (no pun intended), just last week West recruited a select group of trendy social-media influencers, models and famous faces to recreate Kardashian West’s Season 6 looks— perfectly mirroring her poses and signature platinum wig at the same Calabasas locations.

 Perhaps the most notable participant of West’s campaign is heiress Paris Hilton, for whom Kardashian West was a stylist before she became a fashion icon herself.  

Demna Gvasalia, creative director of Balenciaga, also took their women’s SS18 pieces to the streets with a similar concept as Yeezy for their ad campaign.


Although these advertising campaigns have been credited as revolutionary, this is not the first time something like this has been done. 

A series of paparazzi-inspired photos entitled “Don’t Shoot” by photographer, Tim Walker, were published in the September issue of Vogue Italia, 1999, showcasing models in action covering their faces with accessories such as handbags and umbrellas to draw attention to the clothing instead. 

Tim Walker for Vogue Italia, September 1999

Neither West nor Gvasalia have acknowledged the uncanny similarity between their campaigns and Walker’s photos. 

With the increasing power of social media and an influx of “new” ways to promote fashion, are Yeezy and Balenciaga just the start of a major shift in the future of fashion week and runway shows? 

Love, LAUR

Written: Feb. 4

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