As New York Fashion week has commenced, i feel its crucial to mention one of the most talked about catwalk shows over the last week; we are currently looking into celebrity endorsements within seminars and lectures so i am considering this as very good timing. Exploring the way in which celebrity endorsements work within a brand, but on the other end of the spectrum how they sometimes fail and are a massive no go! Of course, the recent endorsement I'm referring to is 'Yeezy'- as he's parading back into the fashion industry. A considerable amount of time has passed since the 'leather sweatpants were my thing' fiasco! But this time around i think Kanye Wests collaboration with Adidas, has been accepted and positive reactions have steamed since the show; its been everywhere! Some have said 'Genius' in reviews since the show. Personally, I'm honestly quite impressed since watching the 12 minute video- (which is available on various internet search engines!) The tone is very compelling.
A dialogue from Kanye opens the show expressing how he appreciates Adidas as it 'Enables creators to create' - i suppose unlike Nike, where there is still speculation that they dropped Kanye West last year just before the Red October 2 sneaks were due to drop in Nike stores! Oppps. Kanye says otherwise, something regarding money? I suppose even Kayne has to watch the weekly shop…
In regards to the collection being X Adidas there was no obvious Adidas logos featured on the garments; various 3 lines were featured to bring in waistlines here and there, but nothing that would scream Adidas to me. I believe there was so much media attention for this collaboration before and defiantly since, that although logos aren't obvious throughout the collections, this is going to flash dollar signs for both partners, due to the pure fact Kanyes name is embellished onto those labels!
Now, theres a bunch of people you wouldn't want to kick out of their seats..
Back to the show. Kayne speaks out of his views that, 'he and others are constantly growing, making mistakes, constantly trying to express ourselves and actualise our dreams', his tone was believable and i actually appreciated what he was saying. His dialogue faded into crying from North West that brought things back around to the fact Kanye is a father now, this might have something to do with his respectful and some might say, sublime words. After 9 minutes of visuals and music, 'Wolves' the first track taken from Kaynes album starts playing. Fading into the last minute of the show Kanye appears walking down the centre of the models wearing his collection. Sia the crazy beautiful vocalist features on the track and starts singing in perfect timing of Kanye approaching to discreetly bow. Cool and Composed he was dressed all in black. It was completely different to anything I've seen before and yes, i loved. Fairplay Kanye. Just leave leather sweatpants alone. This can be your new thing.
If your a fashion student its 12 minutes well spent. Otherwise if you have a spare 5 minutes? Catch the first & last few minutes of the show; i think its worth it!
With Love, DOAFSDO, x
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