With all the controversial stories following Kanye West in recent weeks, including his supposed wedding to Bianca Censori, we’re all wondering if Yeezy, the rapper’s brand, still has a future. Perhaps, and the creation of his own brand without Adidas or Balenciaga is impossible. But will it be as popular as it was in the past? It is debatable. And the main reason happened long before his controversial declaration. The main reason Yeezy won’t be hyped anymore is Kanye West’s divorce from Kim Kardashian, the woman who influenced people to wear Yeezy in the first place.
Sounds crazy right? Many of you may be wondering: “what is he saying? Kanye West is his own brand of influence! He never needed one!” and you are right about the first part, but you are not about the second part. Let’s go back in time, back to the first release of Yeezy in 2015 to understand why the fact that Yeezy cannot exist without Kim Kardashian. In February 2015, only one pair of Yeezy was released : The Yeezy Boost 750 OG Grey. After the huge success of the Air Yeezy on Nike, so many fans are anticipating a new shoe released by the rapper and Adidas. As a reminder, Kanye had a beef with Nike and decided to sign with Adidas at the end of 2014. At the time, Kim Kardashian was already having a big moment with the new Adidas Yeezys, because even though we already knew what they looked like, it was the first time we got to see them in HD pictures.
But for the Yeezy Boost 350 Turtle Dove, the next model released, it’s not the same story. No one knew what the sneaker of the future would look like, there wasn’t even a preview, until Kim Kardashian wore it for the first time in public, then posted it on Instagram. Ask anyone who followed the Yeezy hype at the time, people were so happy to see this design, this picture set the internet on fire.
Kanye West’s genius strategy with Kim Kardashian
So many reactions followed the picture of the Yeezy Boost 350. And Kanye West immediately understood that Kim Kardashian would be a real influence for the release of his new Yeezy model. So he decided to choose the same strategy on every Yeezy release. For the next three 350 colorways, as you can see in this picture, he decided to give them to Kim Kardashian first so that she could wear them before anyone else, and showed them to the public to bring the hype before it was announced by Adidas.
So the first photo of any Yeezy’s feet is practically always a photo of Kim Kardashian wearing them. If not, Kanye West himself is wearing his new model. But let’s go back to Kim Kardashian’s influence again. Another campaign that is a great example of the power of influence is when the Yeezy Slides were announced. Kim Kardashian decided to rock the pair before it was released. And at that time, this type of “sneakers” if we can call them shoes, was very controversial.
The public reacted strongly to Kim Kardashian wearing them as well as to the shoes themselves. Some mock them, some say this is interesting, and all this, commenting on just one picture of our star Kim Kardashian. As you can see, these slippers were heavily criticized at first, but many sneaker addicts and fans of the pair ended up buying them. And what are the results of this campaign? This hyped combination of Kim Kardashian, Kanye West and a new style of flip flops has led to one of the fastest sell-outs for a pair of shoes. And without Kim Kardashian again, none of this would have happened.
The Future of Yeezy
Now we wonder what will happen to the brand without him. First of all, Kim Kardashian, before Kanye West’s latest declaration, continued to wear some Yeezys, as we can see in this picture where she has a date with her ex-boyfriend who is now Pete Davidson. It’s pretty funny when we find out the whole trash talk war that happened between Pete Davidson and Ye after that.
Kim Kardashian and Pete Davidson in Palm Springs yesterday. pic.twitter.com/ZfzWwQL5X5
— SAINT (@saint) November 19, 2021
But even though she’s wearing the latest pair in this picture, it doesn’t mean anything anymore. This Yeezy is already out, it’s not a leak or an announcement, like he used to do when he was still married to a rapper. While losing all his contracts, Kanye West also lost Kim Kardashian, his model, his muse, his promoter and his biggest influence for the brand. And with all the problems she’s in right now, we wonder how she can promote anything properly without him. Only time will tell.
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Source: thtrangdai.edu.vn/en/
