Yeezy GAP engineered by Balenciaga 2022 ad campaign

Yeezy Gap Engineered by Balenciaga

2022 Ad Campaign

Review of Yeezy Gap Engineered by Balenciaga 2022 Ad Campaign

Yeezy Gap Engineered by Balenciaga continues to explore and exploit the cult of Kanye in a new campaign for its upcoming second collection. While the first campaign for the collaboration – which sees the partnership between West’s Yeezy brand and Gap bring Demna Gvasalia of Balenciaga into the fold – featured impersonal though moody lookbook imagery, this new campaign takes a deep dive into Ye’s persona and personal history.

The campaign imagery digitally reworks childhood photographs of Ye to retroactively clothe him and the family members that appear alongside him in pieces from the upcoming Yeezy Gap Engineered by Balenciaga collection. It’s a thoroughly original approach that – though uncanny and perhaps a strange way to appropriate memories and family connections for commercial use – feels strongly representative of Kanye’s transforming himself into an icon who smashes the boundaries between performance and personality, music and fashion, public life and private life.

This sensibility is carried across the accompanying short film, which takes the same approach to edit the images so that the young, Balenciaga x Gap x Yeezy-clad Ye appears to be singing “Life of the Party” from his new album, Donda.

The video is in fact a snippet of the official music video for the song, which has just been released – or perhaps the music video is an extended version of the ad film? The music video on Kanye West’s YouTube channel does announce the release of the collection and link to its website, another blurring of channels in which the artist’s various creative and commercial pursuits are linked into one.

A touching tribute to childhood and growing up or a strangely corporate and commercial appropriation of the memories associated with that time? The campaign is probably both – but without a doubt it is a distinctly Kanye-esque move, and is sure to further solidify the living legend status of the star and the creative scenes around him. This collection is gonna sell very well.

Yeezy Creative Director | Kanye West
Balenciaga Creative Director | Demna Gvasalia
Music | ‘Life Of The Party’ performed by Kanye West and André 3000



Senior Fashion Writer | The Impression
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