Chicago rapper Kanye West unveiled his highly anticipated Yeezy Season 3 collection at Madison Square Garden on the first day of New York Fashion Week. Unlike the usual fashion show that provides a runway and a selection of appropriate music for models to walk to, West opted for a fashion presentation that also functioned as a listening party for his new album.
Streaming his upcoming album The Life of Pablo, West had models stand, sit or lay completely still, in front of a packed crowd. While the somber models kept composed, the mogul was behind a laptop streaming his impending album with a simple aux cord while casually surrounded by the most important players in the music industry.
The Yeezy Season 3 presentation was paid for in part by adidas and showcases how the collaboration between West and the German sports apparel brand totes a fine line between official athlete-style endorsement and corporate partnership. The presentation also demonstrates one of the first incidents of a major fashion brand opening up shows and presentations to consumer ticket holders.