Yeezy Season Keeps up With Kim K
When the first images of YEEZY Season 6 dropped in late 2017, it was seen as a stroke of genius. They gave the illusion of paparazzi shots of Kim Kardashian West, as if she was being caught off-guard on a normal day, doing casual activities such as doing a McDonald’s run and grabbing a smoothie - dressed head to toe in YEEZY of course. But instead of Kim being captured in unflattering ways (the kind of Paparazzi photo which we come to expect from Hollywood), the photographs compliment her - golden tan, long blonde hair, no strange facial expressions and the clothes are well styled (by Carine Roitfeld). Mrs Kardashian West posted them online and within hours the posts had gained hundreds of thousands of likes and plenty of attention ready for the first drop on December 5th 2017.
The way in which the collection is being sold online is also smart. Unlike several other online clothing drops (and previous YEEZY season drops) which simply present the clothing item and price, the YEEZY website now presents its audience with the selection of Kim’s faux paparazzi photos and the viewer must look at the image in order to pick specific items to buy:
Yet another stroke of genius appeared on the 30th of January - suddenly, several online personalities/ female influencers began posting images of them wearing YEEZY season 6 items of clothing. However these aren’t the standard Instagram posts which people expect from these girls. They are in fact very specific recreations of the images released of Kim back in December. So carefully recreated that I found myself zooming in and analysing them - is that Kim again? Why are there two Kims? Wait, no, that’s definitely not Kim…
It is hard to deny that this is yet another very clever move from Kanye and the marketing team at Yeezy - using popular and influential girls who are working their way up to the top through social media platforms such as Instagram. These girls are of varying ethnicities and sizes, but all sport long blonde hair and are in identical positions to Kim’s originals. They have hundred of thousands and in some cases over a million followers - including the likes of Jordyn Woods (@jordynwoods), Shannon and Shannade Clermont (@clermonttwins), Madeleine Rose (@cheriemadeleine), Sierra Skye (@sierraaaskyee), Kristen Noel Crawley (@kristennoelcrawley), Sami Miro (@samimiro) and Abigail Ratchford (@abigailratchford).
While further boosting YEEZY’s brand awareness through mass social media promotion (the models used have a combined following of millions), showing the clothing on girls of different body shapes is favourable for the already popular brand. Once again, these new sets of images emphasise Kanye’s clear understanding of the modern world - and show that, whether we like it or not, social media dominates and Instagram girls have a massive influence.
You can shop the YEEZY Season 6 collection at www.yeezysupply.com
Words: Alicia Slater