Kanye West Used His Yeezy Season 3 Show to Debut His New Album
Malika Renee Butss — February 22, 2016 — Pop Culture
Chicago rapper Kanye West unveiled his highly anticipated Yeezy Season 3 collection at Madison Square Garden on the first day of New York Fashion Week. Unlike the usual fashion show that provides a runway and a selection of appropriate music for models to walk to, West opted for a fashion presentation that also functioned as a listening party for his new album.
Streaming his upcoming album The Life of Pablo, West had models stand, sit or lay completely still, in front of a packed crowd. While the somber models kept composed, the mogul was behind a laptop streaming his impending album with a simple aux cord while casually surrounded by the most important players in the music industry.
The Yeezy Season 3 presentation was paid for in part by adidas and showcases how the collaboration between West and the German sports apparel brand totes a fine line between official athlete-style endorsement and corporate partnership. The presentation also demonstrates one of the first incidents of a major fashion brand opening up shows and presentations to consumer ticket holders.
Streaming his upcoming album The Life of Pablo, West had models stand, sit or lay completely still, in front of a packed crowd. While the somber models kept composed, the mogul was behind a laptop streaming his impending album with a simple aux cord while casually surrounded by the most important players in the music industry.
The Yeezy Season 3 presentation was paid for in part by adidas and showcases how the collaboration between West and the German sports apparel brand totes a fine line between official athlete-style endorsement and corporate partnership. The presentation also demonstrates one of the first incidents of a major fashion brand opening up shows and presentations to consumer ticket holders.
Trend Themes
1. Album-streaming Fashion Shows - Opportunity for fashion brands to combine music and fashion shows, creating immersive experiences for consumers.
2. Fashion-related Listening Parties - Chance for musicians to debut their albums in unique fashion presentations, attracting both fashion and music enthusiasts.
3. Brand Collaboration and Exclusivity - Potential for fashion brands to partner with athletes and other celebrities to create buzzworthy events and products.
Industry Implications
1. Fashion - Fashion brands can leverage album-streaming fashion shows to attract new customers and create memorable experiences.
2. Music - Musicians can explore fashion-related listening parties to engage fans in a different and interactive way.
3. Sports Apparel - Sports apparel brands have the opportunity to collaborate with fashion designers and musicians to showcase their products in unique events.
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