Welcome to the 103rd insertion of DEMUR®, an analytical series highlighting the intricacies of the artistic world and the minutiae lying within. In this episode we look at Ye's recent social media campaign for his newest Yeezy x Gap product, the ‘YZYGAP SHDZ’.
Yeezy x Gap is beginning to take over social media. A few weeks ago Ye cancelled his headline appearance at Rolling Loud, sparking loads of controversy as his newfound rival, Kid Cudi, took to the stage as his replacement. Of course, Ye showed up after Cudi was booed off stage, performing alongside Lil Durk in an undersized hoodie and some rimless visors.
The stunt may have garnered attention, but many were far more intrigued by the space-age eyewear Ye sported on stage. Lacking any information, we eagerly awaited an official release date or name to associate with these dystopian goggles, but to no avail. That is, until August 4th, when @kimkardashian posted a photo shoot wearing the visors with North and Chicago West, captioned “YR 3022 YEEZY SHDZ”.
Produced in collaboration with Gap and Balenciaga, the seemingly homemade sunglasses would feature a semi-reflective exaggerated lens, foam nose pad and an adjustable bungee strap to finish. The silhouette appears to be a deconstructed iteration of Balenciaga’s ‘Butterfly’ frames, which share commonalities in shape and profile when worn.
After Kim K’s post, it seems as if every celebrity and their mother began rocking Ye’s newest release. @cheyanderson and @clermonttwins uploaded some lewd photos while @burberry.errie rocked a rather grotesque look in comparison. Images surfaced from @liluzivert, showcasing Ye and himself back to back in the Yeezy SHDZ, with an unexpected feature from @stevelacy as well.
A few days ago, Ye held a Yeezy x Gap showroom to spotlight the glasses and full body suits, inviting industry giants like Hood by Air founder, @shayneoliver and A$AP Mob member @younglord to attend. While it’s still unclear whether the glasses will ever be released, we can definitely expect more content from the project, potentially gearing up for another capsule collection.
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