Set for a 2021 online launch, the collection will cater for men, women and children at standard GAP clothing price points, making Kanye’s much-loved designs financially accessible to a whole new audience.
While the partnership may initially seem an unexpected one, it seems Kanye has had his eye on the brand for some time, admitting in a 2015 interview with The Cut: “One of my dreams was to be the head creative director of the GAP. I’d like to be the Steve Jobs of the GAP… [I want] full Hedi Slimane creative control of the GAP.”
With figures showing that GAP’s stock is already going up as much as 40% since news of the collaboration broke, it seems Kanye’s impressive influence is already proving its worth.
He made a name for himself in the early noughties as one of the world’s biggest new rappers/singers/songwriters/producers (and, clearly, one of the first major multi-hyphenates), but in more recent years Kanye West has added another string to his ever-growing bow.
Despite having made several forays into the world of fashion since his debut apparel line (‘Pastelle’ – released in 2006 and cancelled in 2009) – and via collaborations with Nike and even a 2009 internship at Fendi – it wasn’t until the 2015 launch of his Yeezy clothing company that fashion critics really began to sit up and listen.
Several seasonal showcases and countless sell-out Yeezy trainers later, Kanye has just landed a huge new project in the form of a ten-year collaboration with U.S. clothing giant GAP.
So what will the powerhouse collaboration to look like? Here are the 5 things you can expect to see…
1. “MODERN, ELEVATED BASICS”
Much like Kanye’s well-loved Yeezy mainline aesthetic, this collaboration promises fashion-forward, wearable staples. According to the official press release, “under West’s creative direction, the Yeezy design studio will develop the new line to deliver modern, elevated basics for men, women, and kids at accessible price points.” Kanye will continue to produce the higher price point Yeezy collections independently.
2. NO TRAINERS (…Sorry)
Unfortunately for the swathes of trainer fans, Yeezy’s iconic trainers will not feature within the collaboration collections due to the fact that it would infringe on West’s partnership with adidas, who currently produce Yeezy shoes.
3. HIGH PROFILE FANS
Unsurprisingly, considering his marital ties to one of the world’s most famous families, you can expect to see a smorgasbord of carefully, casually curated images littering your Instagram feed as the Kardashian-Jenner clan – kids and all – promote the mega-partnership.
4. DIVERSE CAMPAIGN CASTING
If his mainline showcases are anything to go by, you’d (hopefully) be safe to presume that his campaigns with GAP will be equally diverse and inclusive by default.
5. THE UNEXPECTED
It is Kanye, after all. And we can’t wait.