Yeezy Season 3: A (expected) Spectacle

By Mariana Suplicy Batista

Madison Square Garden, 20 million spectators and 1,200 models – ladies and gentlemen, welcome to Yeezy season 3.

The fashion week season kicked off with the presentation of Kanye West’s third collection in partnership with Adidas, and it couldn’t be more Kanye than that. The over-the-top presentation combined the launch of the collection and also the launch of his seventh album, “The Life of Pablo”.

It was expected that the singer/designer would do something big. The casting for the show, was open to public and announced in all major media vehicles, and on the same week several rumors about Kanye’s upcoming album took over the internet. Intentionally or not, all eyes were on him, giving this presentation much more attention than your usual fashion show.

Models, divided by gender, were standing on elevated platforms in the center of the arena, between them, some famous faces such as Naomi Campbell, Veronica Webb and Young Thug could be seen. Before the show started, a spotlight guided the Kardashian-Jenner clan (all dressed in custom Balmain, may I add) as they strutted to their seats.

Most of the 18,000 people in the audience were fans, but important fashion figures such as Anna Wintour and Olivier Rousteing were also on the audience. Yeezy fans also who could not make to the location, had the opportunity to watch it online through Tidal, with a few technical glitches. Apparently, 20 million people were trying to log in at the same time to watch the spectacle.

It wouldn’t be a “Kanye moment” if there was no shock element, and he made sure to do that while presenting the song Famous. In the lyrics he mentions Taylor Swift and how one day they may have sex. According to the New York Times, Tree Paine, a spokeswoman for Taylor Swift, said that Kanye asked her to release the song on her Twitter account, but she refused it because of its “strong misogynistic message.”

The presentation had so many elements that it was not possible to focus on the sportswear collection itself. With audiences screaming for Kanye and the celebrity guests (including Rihanna and The Weeknd), the fashion show was something that New York Fashion Week, often seen as something exclusive to selected audiences, had never seen before (and probably Anna Wintour’s biggest nightmare) – open to everyone.

 

Kanye’s final message at the end of the show was “I just want to bring as much beauty to the world as possible.” The only problem is that the price of bringing this beauty to life was very expensive. After the show, Kanye tweeted that he has 53 million dollars in debt and cried for Mark Zuckerberg’s help in the good old Kanye style by saying that he should invest in him instead of schools in Africa. If Kanye’s debts are real, maybe booking the Garden for a show wasn’t a very good idea.