EXCLUSIVE: Friends and collaborators, kanyewest and Demna, are joining forces for a Gap collection.
Are you ready for this? Friends and collaborators Ye and Demna, who until recently went by their full names Kanye West and Demna Gvasalia, are joining forces for a project at Gap. “It is a vision come true to work with Gap and Demna, the creative director ofThe collection brings together the world famous rapper and creative and the hottest high fashion brand on the planet right now via the ubiquitous American retailer.
If that doesn’t exactly roll off the tongue, it won’t be long before it does. Because, come on, Balenciaga at Gap prices! Demna clarifies: “This is a very different challenge. I’ve always appreciated the utilitarianism and the accessibility of Gap. I share some of the same sensibilities in my creative language. This project allowed me to join forces [with Ye] to create utilitarian fashion for all.
Ye and Demna’s sensibilities have long been aligned. Demna says, “there’s a certain urban minimalism and poetry in our aesthetics, [and] also a desire to push boundaries.” But in the last few months the two have been priming the “Engineered by” pump. Demna creative-directed the stage sets and livestreams of Ye’s recentin Atlanta and Chicago and designed the t-shirt merch sold at them. Ye, for his part, has become Balenciaga’s biggest client.
The first Yeezy Gap Engineered by Balenciaga drop is expected in June, with a second later in the year. And—who knows?—maybe there will be more down the line. Says Demna: “There are very few people that I know, especially of Ye’s caliber, who really understand my work so well. He makes me come out of my comfort zone and be a better designer. There’s no ego when we collaborate, just a mutual drive to evolve and do something great and new.
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