Kanyes New Devil, in a New Dress

The trailer for Kanye West’s new song featured in a Beats by Dre commercial starring American sprinter ShaCarri Richardson, which aired during Game 6 of the NBA Finals last night, is the latest addition to a mound of clues as his new album seems imminent. But can Kanye also leave a hint in his outfit choices? He’s been in full uniform lately, and now he’s dropping an unconventional brand choice on Instagram. What does the new look Yes mean to? DONDA era, and for the next persona in the never-ending New Kanyes succession?

First, the uniforms: West prefers the upcoming Gap x Yeezy amorphous puffer jacket in OG blue and new black and custom balaclava-style face coverings, including one adorned with the crucified Jesus Christ. (Travis Scott, Yeah sort of an ex-in-law, then selfies on Instagram wearing the same.) Sure, he wore a full face mask before, even during 2014 Jesus touring, but he’s never been without one of these lately.

He wore a mask for the DMX memorial service in April, apparently made from a vintage Harley Davidson panther T-shirt. Two weeks ago, it appeared that she wore the same again to attend the Balenciaga Fall 2021 Couture show in Paris, and she still wears it today. pose for photos with CEO Cdric Charbit of Balenciaga and Franois-Henri Pinault of French luxury conglomerate Dry. And one of his teammates was seen wearing a mask with Kanye inye new video snippet which just appeared indicates he’s working on an album. Maybe masks are a crew mandate now.

Maybe this is all some kind of commentary about the Covid mask era. However, for the West, there is always strength in symbolic anonymity, especially when it leaves a deep public marriage.

And speaking of Dry After a typical long hiatus, Kanye returned to Instagram last night to share perfect picture carousel includes a flat-lay photo of the all-black outfit, featuring a Bottega Veneta bomber and Bottega boots, plus a pair of Saint Laurent leather pants—two fashion houses that, as GQ staff writer Rachel Tashjian show, also fell under the umbrella of Dry. He posted the photos just hours after Kerings rival luxury group LVMH announced that it had acquired a large stake in the Off-White brand founded by Yes friend and longtime collaborator Virgil Abloh, who also heads menswear at LVMH crown jewel Louis. Vuitton.

Kanye has a historical story with conglomerates and, more broadly, the gatekeepers of luxury and capital in general. It’s also not like the West to share the secrets of clothes or shout out the brand directly (as he once said, I do not wear branding. When I look at branding, I see insecurity) so this feels like what it means something. And as usual, Kanyes is making multiple statements at once here: the outfit breakdown also features a pair of Nike socks, a nod to another company he’s had a complicated history with, given that he left his early sneaker collaboration with Nike to launch. the very successful Yeezy brand with Adidas. In the clip that West also posted from the Beats commercial, the camera opens on a Nike-backed Richardsons swooshd-up spike.

What does all that mean? Maybe everything, maybe nothing. Maybe Ye is ready to connect and build with some former enemies, on or off the album. As with all things Kanye, only time will tell.