Friends and collaborators Ye and Demna, previously known by their full names of 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 of Balenciaga, to make incredible product available to everyone at all times,” the artist formally known as Kanye West told Vogue.
This exciting collection brings together the controversial rapper and creative and one of the hottest brands in the industry. Officially, the project is called Yeezy Gap Engineered by Balenciaga. Ye announced the partnership on his Instagram.
Collaborations Make Big Money in Fashion
Demna’s debut couture collection for Balenciaga last July was universally applauded. For his follow-up ready-to-wear line, he partnered on a mini episode of The Simpsons, complete with a Paris red carpet premiere.
Rapper Ye, meanwhile, signed a huge 10-year deal with Gap in 2020. Currently, only a few pieces have been released, but it has gathered both intrigue and excitement. When the line initially went on sale last summer, the $200 Round Jacket crashed Gap’s website and instantly sold out. The jacket has popped up on resale sites for $7,800.
Collaborations have become the trendiest thing for brands to do in the fashion industry. Fendi and Versace’s partnership rocked the fashion world, as did Balenciaga and Gucci’s fall 2021 “hacking” activation.
Utilitarian Inspired Fashion From Iconic Brands
Enjoy Balenciaga at Gap prices, a prospect that is exciting many fashionistas. Ye and Kim Kardashian often wore Balenciaga and became one of the brand’s biggest clients. He was recently spotted shopping at a Balenciaga, shutting down the entire store for privacy.
Demna has clarified: “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.”
The pair share similar aesthetics. Demna says, “there’s a certain urban minimalism and poetry in our aesthetics, [and] also a desire to push boundaries.”
Demna creative-directed the stage sets and livestreams of Ye’s recent Donda listening events in Atlanta and Chicago and designed the merch.
The first Yeezy Gap Engineered by Balenciaga released is expected in June, with a second later in the year. Demna has not ruled out further partnerships with the rapper, who has recently made headlines after public appearances with actress Julia Fox.
“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.